Tim Hortons has launched a new coffee endorsed by pop star Justin Bieber. The new French vanilla-flavoured chilled coffee is call Biebs Brew and is a rendition of the coffee chain’s cold brew coffee. The company said the drink was inspired by Bieber’s “slight sweet tooth” and “love for hints of delicious vanilla flavouring in his coffee.”
The beverage is cold steeped for 16 hours to enhance the flavour and then they add French vanilla syrup to make it sweet and tasty. The drink will be released next month with a limited-edition, stainless steel tumbler co-created by the singer.
Assistant professor of marketing at the University of Toronto’s Rotman School of Management said “every brand under the sun is doing these collaborations with celebrities now, … It’s becoming much more efficient and productive than traditional advertising.” Justin Bieber has 236 million followers on Instagram and Tim Hortons’ has 456,000 followers.
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