Timothy’s is looking to brew up changes in the affordable coffee space with the unveiling of a new brand identity and campaign.
Parent company Keurig Canada has made limited investments in the Timothy’s brand over the last forty years, says Stéphane Renauld, the company’s director of brand marketing. The new positioning aims to differentiate the brand within the value coffee segment, which has been slow to evolve.
“We decided to go a little more away from the coffee credentials and much more on the emotional side of coffee,” he says.
Creative by Lg2 positions the brand as empowering coffee drinkers by giving them what it takes to meet everyday challenges. Timothy’s new “You can handle it” tagline is based on the insight that coffee is a habit, a necessity that helps people get through their day.
The campaign spot shows people tackling the struggles of everyday life while holding a cup of Timothy’s.