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Timbiebs
Timbiebs are limited-edition Timbits, created and distributed by Tim Hortons in collaboration with Justin Bieber. The Timbiebs collection consists of three new Timbit flavours and was inspired by the Canadien singer-songwriter's favourite Tim Hortons menu items. On November 29 of 2021, Tim Hortons launched Timbiebs at participating restaurants across Canada and the United States for a limited time only.

Product
The Timbiebs come in three flavours: Chocolate White Fudge, Sour Cream Chocolate Chip and Birthday Cake Waffle. Unique to the regular selection of Timbits (besides the birthday cake flavour which is coated in sprinkles), Timbiebs are decorated with chocolate chips and other sugary crumbs. The Timbiebs are priced at a 7% increase from classic Timbit flavours; a 10-piece pack of Timbiebs costing $3.19, and Timbits costing $2.99.

Merchandise
Along side the limited-edition Timbits, the Timbiebs collaboration included a line of co-branded merchandise. The Timbiebs merchandise items comprise of a tote bag, fanny pack, and a touque, all of which are branded with the Timbiebs logo. Each item in the collection is prices at $29.99 Canadian.

History
The celebrity-brand collaboration was announced on November 10, 2021. Two commercials were launched, one in English and one French, featuring Justin Bieber and Tim Hortons team members brainstorming new Timbit flavours in an office boardroom. This was spread across both Bieber and Tim Hortons’ social media platforms. This collaboration follows Bieber’s frequent Instagram story posts about the restaurant, which have mainly consisted of complaints about the new Tim Hortons lid design. This sparked playful online banter between Bieber and Tim Hortons which led up to this collaboration.The limited edition Timbiebs begun being sold at participating restaurants on November 29 until December 28, 2021.

Following the success of Timbiebs, Tim Hortons revived this collaboration six months later with their release of Biebes Brew, a co-created french vanilla-flavoured cold brew coffee. The Biebs Brew was introduced to stores June 6, 2022 and the Timbiebs were brought back to Tim Hortons restaurants as part of this second campaign.

Impact on Business
This collaboration with Justin Bieber led to a major boost in Tim Hortons sales. Following the COVID-19 pandemic, Tim Hortons reported this partnership resulted in a much-needed sales increase. In 2020, COVID-19 effectively challenged Tim Hortons and resulted in economic hardships. Restaurant Brands International, Tim Hortons’ parent company, reported that the restaurant’s sales increased over 10% during the 2021 quarter Timbiebs were launched in, following an 11% decrease over the same quarter in 2020. As the pandemic triggered many businesses to have their employees work from home, the pre-pandemic behaviour of getting coffee on the way to work disrupted Tim Hortons’ sales. Restaurant Brands International CEO Jose Cil claimed the Timbiebs promotion “was one of the more successful traffic-driving initiatives in recent memory and outperformed our internal expectations”.