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Tim Hortons' Dark Roast is Promoted in a Cafe That's All Black Inside & Out

By: Laura McQuarrie - Published: • References: timhortons & creativecriminals
To promote the new Tim Hortons Dark Roast, the coffee chain set up an unusual and slightly spooky stunt to show off just how dark the blend really is. It involved working with a local Tim Hortons that was familiar to many, and painting it completely black on the outside. On the inside of the establishment was completely blacked out too, and there were signs that encouraged people to come in and experience the dark.

If a customer was brave enough to step inside, it was so dark that they wouldn't even be able to see their hand in front of their face. An attendant would greet them, guide them to the counter and hand them a cup of the new Tim Hortons Dark Roast. With all of their other senses heightened, this makes the experience of drinking in the dark even more exciting. Stats for Pitch Black Cafes Trending: This Quarter & Average
Traction: 308 clicks in 5 w
Interest: > 3 minutes
Concept: Tim Hortons Dark Roast
Related: 40 examples / 31 photos
Segment: Neutral, 18-55
Comparison Set: 15 similar articles, including: press-inspired branding, hi-tech coffee chains, and minimalistic donut anthologies.