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Tim Hortons café goes ‘dark’ to promote Dark Roast coffee

Tim Hortons Dark Promo Lead

Brand considering taking theme for new blend to other outlets.

Tim Hortons Café and Bake Shop, the ‘fast casual restaurant’ chain, launched its Dark Roast flavour on 10 January at Skydive Dubai. The campaign kicked off with pitch dark tents at Skydive, where customers were made to taste the new blend in the dark.

Taking it to retail outlets, PerceptGulf conceptualised and executed a ‘dark’ theme for three days at the brand’s flagship cafe at Tower One on Sheikh Zayed Road.

The front face of the outlet, collaterals promoting the new product and interiors (including lighting), were altered to follow the ‘dark’ theme as part of the promotion. Darkening the windows, chairs and doors, the brand wanted to ensure the entire store was ‘dark’ during the period.

“The idea was for customers to experience the true flavour of the coffee by cutting off all the other senses. Thus customers are encouraged to taste the coffee in the dark at the store,” explained the agency, which developed the creative, launch strategy, handled event coordination and created all collaterals.

Based on the response to the ‘dark’ theme, the brand is now mulling taking the same to other outlets in Dubai.

The launch campaign also has social media and PR legs. A TVC is also in the works, according to PerceptGulf.

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