Tim Hortons has teamed up with pop superstar Justin Bieber to launch three new Timbit flavours — called Timbiebs — along with co-branded merchandise.
The celebrity endorsement deal marks a departure from the coffee and doughnut chain's usual lineup of professional hockey players, a marketing strategy that could help attract a different demographic.
The partnership aligns with the Canadian singer's frequent social media posts about the restaurant, which have ranged from snapshots of a holiday-themed Tims cup to complaints about a new lid.
"Doing a Tim Hortons collab has always been a dream of mine," Bieber said in a statement. "I grew up on Tim Hortons and it's always been something close to my heart."
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