A few days ago, out of frustration, I blurted out in a meeting that I don’t feel like I have enough creative freedom. My marketing executive looked at me and said, “Have you tried the new Justin Bieber Timbiebs? No one has enough artistic freedom.”

That one sentence made me stop. Why would he say that? The only way to find out was to dig deeper.

Tim Hortons & Justin Bieber: A Collaboration That Was Predictable—Yet Underwhelming

Tim Hortons, if you’re unfamiliar, is a Canadian fast-food giant known for its coffee, doughnuts, and unwavering ability to hop on trends. So, when a photo of Justin Bieber sipping from a red Tim Hortons cup went viral, it was only a matter of time before the brand turned that moment into a marketing goldmine.

The collaboration made perfect sense on paper. But what they did with it? That’s where things got… underwhelming.

A “Creative” Collaboration That Wasn’t So Creative

In the official campaign, Bieber sits down with Tim Hortons executives, brainstorming new Timbits flavors. Sounds exciting, right? Well, that was just the ad.

In reality, Bieber “created” three limited-edition Timbits:

• Chocolate White Fudge
• Sour Cream Chocolate Chip
• Birthday Cake Waffle

They sound fancy, but according to a source I spoke with (a Tim Hortons baker), these were just regular Timbits with a simple topping upgrade. No revolutionary new recipe, no real innovation—just a fresh coat of paint on an old product. Oh, and they were priced higher than regular Timbits, of course.

It’s a textbook example of perceived value. Add one new ingredient, tweak the branding, and suddenly, an everyday product becomes a premium, limited-edition must-have.

The Power of FOMO & Clever Pricing

Tim Hortons has always been a master of FOMO (Fear of Missing Out).

They regularly introduce limited-time items, ensuring customers rush to try them before they disappear. Timbiebs followed the same strategy:

• You couldn’t buy just one or two. They were only sold in packs of 10, labeled as “premium Timbits.”
• You couldn’t get them in bulk. Unlike regular Timbits (which come in packs of 20 or 50), you were forced to buy a 10-pack only.
• Exclusive packaging. Timbiebs came in an eye-catching yellow and chocolate brown box, making them more shareable (and Instagrammable).

All of this made Timbiebs feel more special—even though, at their core, they weren’t.

The Real Marketing Lesson Here

Despite my skepticism, I have to admit—this was a brilliant business move.

Tim Hortons didn’t have to reinvent the wheel. They simply repackaged something familiar, added a celebrity name, and created an artificial sense of exclusivity. No major production costs, no R&D—just smart branding with high-profit margins.

It’s a reminder that marketing is all around us, even in our coffee cups. The real question is:

Would you rather take the marketing lesson or just enjoy your overpriced Timbits?

Thanks for reading—I appreciate it!