Tim Hortons café goes ‘dark’ to promote Dark Roast coffee

Brand considering taking theme for new blend to other outlets.

Tim Hortons Café and Bake Shop, the ‘fast casual restaurant’ chain, launched its Dark Roast flavour on 10 January at Skydive Dubai. The campaign kicked off with pitch dark tents at Skydive, where customers were made to taste the new blend in the dark.

Taking it to retail outlets, PerceptGulf conceptualised and executed a ‘dark’ theme for three days at the brand’s flagship cafe at Tower One on Sheikh Zayed Road.

The front face of the outlet, collaterals promoting the new product and interiors (including lighting), were altered to follow the ‘dark’ theme as part of the promotion. Darkening the windows