Tim Hortons promotes flavoured iced cappuccino
By Adnews Staff
Donut chain Tim Hortons has begun a summer campaign to promote a new flavoured iced cappuccino beverage line. The campaign, developed by Enterprise Advertising of Toronto, will consist of two flights. English and French television commercials broke this week and will run through May. The second phase of the initiative will run from mid-July to mid-August. The campaign is running nationally and in some US markets. The English television creative consists of two 30-second ads that fit together into a single narrative. One ad will air during each flight. The first part, called “Gone Fishing,” shows a man fishing on a lake and drinking an iced cappuccino. His attention is so devoted to the drink that he fails to notice that his neglected rod has hooked a large fish. The fish drags the boat across the lake at high speed while the angler continues to focus his attention exclusively on his beverage. A voiceover says, “Nothing chills like a butter caramel iced capp, one of four chillicious new flavours from Tim Hortons.” The 30-second French commercial depicts a man who is inspired by the blended flavours of the new drinks to experiment with other combinations of things. The ad shows him using a hockey stick to play golf, using bolt cutters as barbecue tongs and sitting on a motorcycle to watch TV. “We wanted this campaign to be fun and play on the idea that it’s easy to chill out and get caught up in these new flavoured iced cappuccinos,” says Paul Wales, president of Enterprise. “Both spots are meant to be over-the-top to highlight how much people enjoy the drinks.” The television component will be supported with radio, out-of-home and in-store advertising through the summer. The French creative was developed by Enterprise/JWT of Montreal. Media planning and buying was handled by Excelerator Media.