In order to announce the new Creamy Chocolate Chill as the must-try summer drink from Tim Hortons, the coffee chain set up a dramatic drink marketing stunt to show exactly what they mean by the beverage being "A Higher Level of Chocolaty."
To get this message across, the brand collaborated with illusionist Darcy Oak in order to create a jaw-dropping stunt and capture the reactions of unsuspecting store employees and customers with hidden cameras. The levitation stunt involved stationing a woman at the center of the store, sipping on the Creamy Chocolate Chill. Magically, she began to float off of the stool she was sitting on, completely making the others in the Tim Hortons disbelieve what they were seeing.
Magic and illusions are always effective at creating surprise, delight and curiosity, especially in marketing.