Tim Hortons

Peter Nowlan, Chief Brand and Marketing Officer

J. Walter Thompson Canada *Lead Agency

Brent Choi, Chief Creative Officer New York and Canada
Matt Syberg-Olsen, VP, Creative Director
Ryan Spelliscy, SVP, Creative Director
Darrell Hurst, EVP, Managing Director
Renee Ray, Account Director
Cameron Stark, Account Supervisor
Dan Bache, Art Director
Henry Park, Copywriter
Elana Olavesen, Senior Producer

Partners Film Inc.

Married to Giants

TA2 MUSIC

Tim Hortons enjoyed 78% share of Canadas QSR brewed coffee market. But customer loyalty was being challenged as Canadians were turning to competitors new and darker blends. For the launch of the new Dark Roast, its first new coffee blend in 50 years, Tims needed to highlight its distinct flavor profile in a disruptive way. By inviting real customers into an entirely blacked-out restaurant to try Dark Roast in the DARK removing their sense of sight to heighten their senses of taste and smell we grew coffee revenue, reversed share declines and took the country by storm.