Justin Bieber Is Now a Premium Iced Coffee at Tim Hortons

Brewed for 16 hours, so it's a slow jam

You want some Biebs Brew with those Timbiebs? Of course you do. And Tim Hortons is only too pleased to oblige!

Last fall, amid much fanfare, Justin Bieber lent his name to three new varieties of limited-edition Timbits donut treats at Toronto-based fast-food chain Tim Hortons. Those fudge, sour cream chocolate chip, and birthday cake waffle bites of bliss return to the menu next week. (Drake's probably calling in his order already!)

This time, Timbiebs will be joined by a French-vanilla cold-brew at Tim Hortons across the U.S. and Canada. Like we said, it's called Biebs Brew. And the stuff's steeped for 16 hours. That's a slow jam. Justin knows from those.

Below, everyone's fave Canadian pop sensation pouts his way through a cute workin'-all-night promo from GUT, which developed the campaign with Montreal agency The French Shop:

Biebs Brew: Tims x Justin Bieber

Bieber kept his shirt on, a sure sign of the dude's commitment to crafting primo brew! (Kidding aside, his love of vanilla and preference for iced coffee inspired the item.)

"We couldn't stop at Timbiebs, we needed a Biebs Brew, too," Justin says in press materials. "Doing a Tim Hortons collab had always been a dream of mine. I grew up on Tim Hortons and it's always been something close to my heart."

On a February earnings call, Jose Cil, CEO of Tim Hortons parent Restaurant Brands International, proclaimed himself a "Belieber" and lauded Timbiebs as one of the chain's most successful traffic drivers ever. He recently forecast another year of sales growth, and the Bieber tie-ins—including merch, like this spiffy new tumbler—represent an attempt to engage younger fans.

"It was amazing working with Justin, from the early stages of developing the product, to evolving his character on screen," says Jay Pritchett, head of marketing at Tim Hortons U.S. "He was constantly pushing the creative bringing new lines outside the script."

The QSR has cannily leveraged cultural sensibilities in recent years with a host of high-profile campaigns. These include efforts focused on Toronto Raptors fandom, diversity and a young Wayne Gretzky.


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