Timothy's breaks You Can Handle It campaign
By Adnews Staff
Coffee chain Timothy’s has begun a new advertising campaign called “You Can Handle It.” According to the company, the campaign depicts the brand as giving consumers “the confidence to tackle their everyday challenges.” It also introduces a redesigned logo and packaging for the brand. The campaign includes a television commercial accompanied by online video, out-of-home ads, in-store materials, digital ads, social media activities, influencer activities and web-based materials. It will take place primarily in Ontario. The campaign was developed by Lg2 of Montreal, with media work by Spark Foundry and PR from National Public Relations.
“Timothy’s is a cheerful, authentic brand, and we really wanted to reflect that in the new branding and advertising campaign with a relatable tone and manner,” said Stéphane Renauld, director of brand marketing at parent company Keurig Canada. “There is a great opportunity to make the brand about consumers rather than about us. Our target consumers drink coffee for the functional boost it provides. This bold new strategy addresses a clear opportunity in the value basic segment, a segment that has not changed in many years.”