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“YOU CAN HANDLE IT” CAMPAIGN “You Can Handle It,” As Timothy’s Launches Its Rebrand

Timothy’sAs they aim to give some new life to their brand, Timothy’s is rolling out a refresh to its corporate brand and image.  An integrated campaign will be launching on April 29, 2019 and Timothy’s new tagline, “you can handle it.”

The multi-channel campaign will include a TV ad, online video, out-of-home executions, national in-store activation, digital, social media, influencer activation, as well as a new web platform to increase awareness and consideration amongst consumers. Most of the investment will be focused in Ontario. The concept features different everyday life surprises and Timothy’s helping you deal with them, such as being stuck in traffic, or being given that “great opportunity” at 5 p.m. before a long weekend. All are meant to make consumers feel empowered to overcome anything life throws at them, with Timothy’s, under the encouraging brand promise“You can handle it”. The concept is based on a powerful cultural insight: to the functional amateur coffee drinker, coffee is a habit, a necessity that helps them power through their day. To everyone else around them, it’s a symbol that this person is prepared to handle the situation.

“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. There is a great opportunity to make the brand about consumers rather than about us,” states Stéphane Renauld, Director, Brand Marketing at Keurig Canada Inc., a Keurig Dr Pepper Company. “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.”

Timothy’s

Timothy’s is also executing contests at the store level where consumers have a chance to win free Timothy’s coffee for a year.

Which agencies are behind the Timothy’s campaign?

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