Consumer Research: Tim Hortons AWS
Consumer Research: Tim Hortons To promote their improved “Dark Roast” coffee they integrated a live Twitter feed into their creative, featuring up-to-date tweets from customers commenting on the “new and improved” coffee.
Media Agency: Ogilvy Canada (Toronto) Creative Agency: UM Canada Year: 2017
Research Sample • • •
400 Adults 18-64 Purchased coffee in the past 3 months Market: Toronto
Main Message Key Feedback Clear identification of a 2-pronged message: improved dark roast based on consumer feedback.
43% 39%
• of consumers loved the campaign
40% 35% Results Results
96%
• strongly agree that the advertising increased their purchase intent
• of the respondents stated that the message registered with them
88% 98%
• of the respondents stated that the brand registered with them
Consumer Comments on Main Message “Buy Tim Hortons Dark Roast coffee”
“Dark Roast Coffee is the best” “New darker roast coffee”
“Try Tim’s Dark Roast” Source: BrandSpark Consumer Panel 2017
Media Agency: Ogilvy Canada (Toronto) Creative Agency: UM Canada Year: 2017
Research Sample • • •
400 Adults 18-64 Purchased coffee in the past 3 months Market: Toronto
Main Message Key Feedback Clear identification of a 2-pronged message: improved dark roast based on consumer feedback.
43% 39%
• of consumers loved the campaign
40% 35% Results Results
96%
• strongly agree that the advertising increased their purchase intent
• of the respondents stated that the message registered with them
88% 98%
• of the respondents stated that the brand registered with them
Consumer Comments on Main Message “Buy Tim Hortons Dark Roast coffee”
“Dark Roast Coffee is the best” “New darker roast coffee”
“Try Tim’s Dark Roast” Source: BrandSpark Consumer Panel 2017
