Tim Hortons Submerges Customers in Pure Darkness to Promote First New Blend in 50 Years

by Knowlton Thomas | Culture

Tim Hortons saw smashing success on social media this week with the launch of the #TimsDark Experiment.

Leveraging the power of the internet, the Canadian coffee chain launched a clever two-minute video on YouTube that's garnered nearly a million views in less than a week.

The video sees a small-town Timmy's get painted entirely in black, with no lights on the inside ("I can't see shit," one patron says).

Submerged in complete darkness, wary customers question the decision to enter until they're greeted with the coffee company's first new blend in half a century: the dark roast.


San Bruno, California, United States

Founded in February 2005, YouTube is the leader in online video, and the premier destination to watch and share original videos worldwide through a Web experience. YouTube allows people to easily upload and share video clips on www.YouTube.com and across the Internet through websites, mobile devices, blogs, and email. Everyone can watch videos on YouTube. People can see first-hand accounts of... more

Tim Hortons
Hamilton, Ontario, Canada

The Tim Hortons chain was founded in 1964 in Hamilton, Ontario. The chain's focus on top quality, always fresh product, value, great service and community leadership has allowed it to grow into the largest quick service restaurant chain in Canada specializing in always fresh coffee, baked goods and homestyle lunches. more

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Knowlton Thomas

Knowlton Thomas

Knowlton is the managing editor of Techvibes and author of Tempest Bound. Based in Vancouver, Knowlton has been published in national publications and has also appeared on television and radio. Previously he was an editor for New Westminster weekly The Other Press and served on its board of directors. When not working, Knowlton enjoys hiking, tennis, and martial arts. more

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