Cannes Lions

Tim Hortons Kids Juice

TURNER DUCKWORTH, London / TIM HORTONS / RBI / 2019

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Overview

Entries

Credits

Overview

Background

Canada’s favourite restaurant Tim Hortons created a new health conscious range aimed at kids. The brief was to design a set of juices that engage young consumers with healthier alternatives to sugary drinks.

• Budget? – £79,000

• Project scale and volume? - Over 1.5M distributed across Canada and North America to date

Idea

Our solution was to create two animal characters that were both playful and indigenous to Canada.

• Brand relevance- Important to feel Canadian to fit with our “ultimate Canadian Childhood” concept for launch

• Target Audience- Kids 4-7, Gender Neutral

Execution

Each carton was brought to life through a full animal takeover and the playful interaction with the cartons tabs becoming the characters ears. The characters are purposefully drawn in a wholesome, simplistic style that reflects the new wholesome product line of Tim Hortons.

• Value for consumer- We aimed to surprise and delight Tim Hortons littlest guests. It was important to have juice packaging that was made specifically with kids in mind to signal that Tim Hortons is dedicated to providing kids-first meal items.

• Reach/cultural impact– in-market in Canada only

• Sales- Over 1.5M distributed across Canada and North America to date

• Other KPIs- In a Field Agent Study conducted 2 weeks after launch respondents reported 93% satisfaction (Satisfied or Highly satisfied) with the Timmies Minis beverages

Outcome

Each carton captures the animal’s character traits with the mischievous Raccoon looking suspicious and the strong paws of the bear pressing the juice!

• Sales- Over 1.5M distributed across Canada and North America to date

• Other KPIs- In a Field Agent Study conducted 2 weeks after launch respondents reported 93% satisfaction (Satisfied or Highly satisfied) with the Timmies Minis beverages

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