In order to launch its new dark roast, Tim Hortons teamed up with JWT Canada to put the new blend to the test.
Using black-out material, the agency wrapped a L’Île-Perrot, Quebec store, blocking out any sort of natural light. Customers were then led to a service counter, where they taste-tested the new dark roast. After tasting the new blend, with their senses supposedly heightened by the darkness, and voicing their opinions, the lights were turned on and customers were told about the new blend and their role in the experiment. The results were (of course) filmed for the above digital spot.
“When you have a great product, the best way to launch it is to prove tt,” explains Brent Choi, JWT Canada’s chief creative and integration officer, “so we found a way to put the new #TimsDark Roast to the ultimate taste test.” Stick around for credits after the jump.
Chief Marketing officer: Peter Nowlan
VP, Brand Strategy and Guest Experience: Glenn Hollis
Director, Marketing Communications: Joanne Stewart
Manager, Marketing Communications: Karen Paradine
Chief Creative & Integration Officer: Brent Choi
SVP, Creative Director: Ryan Spelliscy
Creative Director: Paul Wales
Art Director: Dan Bache
Copywriter: Henry Park
Senior Producer: Elana Olavesen
Account Team: Darrell Hurst, Renee Ray, Cameron Stark
Director: Neil Tardio
Production Company: Partners Film Company
Post-Production: Alter Ego
Editing: Geoff Ashenhurst, Married to Giants
Music: Tyson Kuteyi, Tattoo Sound & Music
Media Agency: MindShare