Tim Hortons' Dark Roast is Promoted in a Cafe That's All Black Inside & Out
Laura McQuarrie — August 18, 2014 — Marketing
References: timhortons & creativecriminals
To promote the new Tim Hortons Dark Roast, the coffee chain set up an unusual and slightly spooky stunt to show off just how dark the blend really is. It involved working with a local Tim Hortons that was familiar to many, and painting it completely black on the outside. On the inside of the establishment was completely blacked out too, and there were signs that encouraged people to come in and experience the dark.
If a customer was brave enough to step inside, it was so dark that they wouldn't even be able to see their hand in front of their face. An attendant would greet them, guide them to the counter and hand them a cup of the new Tim Hortons Dark Roast. With all of their other senses heightened, this makes the experience of drinking in the dark even more exciting.
If a customer was brave enough to step inside, it was so dark that they wouldn't even be able to see their hand in front of their face. An attendant would greet them, guide them to the counter and hand them a cup of the new Tim Hortons Dark Roast. With all of their other senses heightened, this makes the experience of drinking in the dark even more exciting.
Trend Themes
1. Dark Experience - Creating immersive and sensory experiences in pitch black settings to enhance customer engagement.
2. Unconventional Brand Promotion - Using unique and unexpected marketing strategies to create buzz and generate interest in new products or services.
3. Heightened Sensory Experiences - Designing experiences that engage multiple senses to enhance the overall customer experience.
Industry Implications
1. Hospitality - Hotels and restaurants can create pop-up dark experience venues to offer customers a unique dining or entertainment experience.
2. Food and Beverage - Brands can use unconventional brand promotion tactics, like Tim Hortons' pitch black cafe, to generate excitement and increase sales for new product launches.
3. Event Management - Event planners can incorporate dark experience elements into their events to offer attendees a memorable and immersive experience.
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