Tim Horton's Drink Marketing Promotes a Higher Level of Deliciousness
Laura McQuarrie — May 6, 2015 — Marketing
References: timhortons & marketingmag
In order to announce the new Creamy Chocolate Chill as the must-try summer drink from Tim Hortons, the coffee chain set up a dramatic drink marketing stunt to show exactly what they mean by the beverage being "A Higher Level of Chocolaty."
To get this message across, the brand collaborated with illusionist Darcy Oak in order to create a jaw-dropping stunt and capture the reactions of unsuspecting store employees and customers with hidden cameras. The levitation stunt involved stationing a woman at the center of the store, sipping on the Creamy Chocolate Chill. Magically, she began to float off of the stool she was sitting on, completely making the others in the Tim Hortons disbelieve what they were seeing.
Magic and illusions are always effective at creating surprise, delight and curiosity, especially in marketing.
To get this message across, the brand collaborated with illusionist Darcy Oak in order to create a jaw-dropping stunt and capture the reactions of unsuspecting store employees and customers with hidden cameras. The levitation stunt involved stationing a woman at the center of the store, sipping on the Creamy Chocolate Chill. Magically, she began to float off of the stool she was sitting on, completely making the others in the Tim Hortons disbelieve what they were seeing.
Magic and illusions are always effective at creating surprise, delight and curiosity, especially in marketing.
Trend Themes
1. Immersive Marketing Stunts - Using technology or creative storytelling to create memorable experiences for customers is becoming more popular in the marketing industry.
2. Experiential Advertising - Brands are looking to connect with consumers on a more personal level through unique and interactive campaigns, which can lead to increased brand loyalty and ROI.
3. Surprise-and-delight Tactics - Unexpected experiences or freebies can help brands create emotional connections with customers and drive word-of-mouth marketing.
Industry Implications
1. Food and Beverage - Restaurants and brands in the food and beverage industry can use immersive marketing stunts to grab the attention of customers and promote new products.
2. Entertainment - Entertainment companies can use experiential advertising to create buzz around their upcoming releases or events, and give customers a sneak peek at what's to come.
3. Retail - Retailers can use surprise-and-delight tactics to create a positive shopping experience for customers, which can lead to increased sales and customer loyalty.
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