The Timbiebs Phenomenon: 5 Shocking Facts About Justin Bieber's Historic Tim Hortons Collaboration

The Timbiebs phenomenon, a collaboration between Canadian pop superstar Justin Bieber and the iconic coffee chain Tim Hortons, remains one of the most successful and talked-about celebrity endorsements in recent marketing history. Launched in late 2021, the limited-edition line of Timbits and merchandise transcended a simple product release to become a cultural moment, proving that a well-executed partnership can send sales figures soaring and turn a CEO into a "Belieber." As of December 12, 2025, the Timbiebs campaign is still credited by analysts for giving the beloved Canadian brand a much-needed jolt of excitement and relevance, particularly with a younger demographic.

This deep dive into the Timbiebs saga will reveal the complete timeline of the partnership, the specific products that became instant collector's items, and the surprising business impact that Justin Bieber’s involvement had on the global fast-food giant. This is the definitive look at how a donut hole collaboration became a masterclass in modern influencer marketing.

The Complete Timbiebs and Biebs Brew Collaboration Timeline

While the name 'Timbiebs' might sound like a person, it is actually the portmanteau for the specialty Timbits—Tim Hortons' popular donut holes—created in partnership with Justin Bieber, who is affectionately nicknamed "Biebs." The collaboration was so successful that it spurred a second, equally popular product launch the following year, cementing the partnership's legacy.

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• November 29, 2021: The Timbiebs Launch. The initial collaboration was officially launched across Tim Hortons locations in both Canada and the U.S. It featured a limited-edition collection of Timbits, co-created and taste-tested by Justin Bieber himself. The launch was accompanied by a merchandise line of branded apparel.
• December 2021: The Viral Resale Frenzy. Due to the limited nature of the products and high demand, Timbiebs merchandise and even the empty boxes began appearing on resale sites like eBay and Poshmark for vastly inflated prices, sometimes for thousands of dollars.
• June 6, 2022: The Biebs Brew Follow-Up. Following the immense success of the Timbiebs Timbits, the partnership continued with the launch of "Biebs Brew." This new menu item was a French Vanilla-flavored Cold Brew coffee, again co-created with the pop star. The Timbiebs Timbits also made a temporary return for this second launch.
• Ongoing Impact: A Marketing Case Study. The collaboration has been widely cited as an example of an extremely effective celebrity and influencer marketing campaign, significantly boosting Tim Hortons' sales and brand relevance.

Fact 1: The Three Exclusive Timbiebs Flavors Were Bieber's Creation

The core of the Timbiebs collaboration was the introduction of three unique and never-before-seen Timbits flavors. This wasn't a simple celebrity endorsement; Justin Bieber was heavily involved in the creative process, working closely with the Tim Hortons culinary team to develop flavors based on his personal tastes.

The three limited-edition Timbiebs Timbits flavors were:

• Chocolate White Fudge: A rich, decadent flavor that combined the classic chocolate donut with a sweet, creamy white fudge coating.
• Sour Cream Chocolate Chip: A unique twist on the traditional sour cream donut, incorporating miniature chocolate chips for added texture and flavor.
• Birthday Cake Waffle: Perhaps the most unconventional of the trio, this flavor was inspired by the taste of a birthday cake combined with a hint of waffle flavor.

The flavors were designed to appeal to a younger, more adventurous palate, moving beyond Tim Hortons' classic offerings. The instant popularity proved the strategy was a resounding success, leading to long lines and sold-out stock across North America.

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Fact 2: The Merchandise Resale Market Exploded with Timbiebs Gear

Beyond the edible treats, the Timbiebs merchandise drop created a viral frenzy that led to a massive resale market. The limited-edition co-branded items—featuring both the Tim Hortons and Timbiebs logos—were highly sought after by both Justin Bieber fans (Beliebers) and streetwear collectors.

The three key pieces of Timbiebs merchandise included:

• The Beanie (Toque): A simple, co-branded knit hat that became the most iconic and frequently resold item.
• The Fanny Pack: A trendy accessory that tapped into the nostalgia and current fashion trends, often reselling for hundreds of dollars.
• The Tote Bag: A practical, branded item that also became a collector's piece.

Reports quickly surfaced of the merchandise being resold online for thousands of dollars, far exceeding the original retail price. This high resale value highlighted the power of combining a strong celebrity brand, like Justin Bieber, with a nostalgic and beloved brand, like Tim Hortons, creating instant scarcity and collector demand.

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Fact 3: The Collaboration Is Credited with a Major Sales Spike for Tim Hortons

The Timbiebs partnership was not just a fun marketing gimmick; it delivered tangible, measurable results for Tim Hortons. Analysts and company executives alike credited the collaboration with a significant spike in sales, particularly for the Timbits product line and overall brand traffic.

The impact was multifaceted, covering several key business areas:

• Traffic and Relevance: The campaign successfully attracted a younger demographic that had previously been less engaged with the Tim Hortons brand.
• Sales Growth: The surge in demand for the Timbiebs Timbits and the accompanying merchandise directly translated into increased transaction volumes and higher average spending per customer.
• Brand Perception: The partnership generated massive buzz across social media platforms, including a viral video announcement featuring Bieber and a high-profile influencer marketing campaign. This helped to modernize the brand's image and inject a sense of excitement.

The success of Timbiebs was a major factor in the subsequent development of "Biebs Brew," the second phase of the partnership. Biebs Brew, a French Vanilla-flavored Cold Brew, was a nod to Bieber’s preferred way to enjoy coffee and continued the strategy of co-creating products that genuinely reflected his taste.

Fact 4: The Timbiebs Campaign Was a Masterclass in Influencer Marketing

Marketing experts widely regard the Timbiebs launch as a textbook example of an effective celebrity endorsement. The campaign’s success rested on a few critical strategic pillars that future brands can learn from.

• Authenticity: Justin Bieber's Canadian heritage and his public, long-standing love for Tim Hortons and Timbits made the partnership feel genuine, not forced. This authenticity resonated strongly with consumers.
• Co-Creation: Bieber was not just a face for the product; he was actively involved in the flavor development and marketing, which added a layer of personal investment and credibility to the product line.
• Scarcity and Urgency: The limited-time nature of both the Timbits and the merchandise created a strong sense of urgency, driving immediate high-volume sales and contributing to the viral resale market.

The collaboration successfully turned a relatively simple food item—the donut hole—into a high-value, must-have cultural commodity, solidifying its place as one of the most talked-about marketing campaigns of the decade. The use of the unique "Timbiebs" name itself was a stroke of genius, creating a memorable and easily shareable entity that dominated social media conversations.

The entire Timbiebs saga—from the initial three flavors to the viral merchandise and the follow-up Biebs Brew—is a powerful reminder of how a strategic, authentic, and well-executed celebrity partnership can dramatically revitalize a legacy brand and achieve global marketing success.