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Harmony Brews: Where Tradition Meets Tim Horton’s Excellence


It’s essential for a Bachelor of Business Management student who majored in Marketing to start a marketing expedition for Tim Horton. This brand is ready for reorientation in the foreign market. The initiative aims to go beyond the conventional territorial boundaries and promote sustainable products worldwide. For this marketing initiative, I will detail the aspects of choosing a target country, identifying particular market segments, creating compelling messages, and using appropriate marketing instruments to create an environment for Tim Horton in the new market.

Chosen Advert: Welcome Home

I have chosen “Welcoming Home”. Tim Horton targets Canadians because it has a national identity that influences daily lifestyle and social relationships. The setting is in a typical Canadian moment that defines Canadian families. The selection of these visual elements aims to build a sense of familiarity among Canadians through their shared experiences.

Tim Hortons carefully customizes its promotional effort to appeal to different target segments who complement the general story about this brand and its place in the market. This primarily centres on Canadians and their families, with a touch of warmth that characterizes homecoming memories. The ads feature families greeting each other or reuniting, drinking coffee from Tim Horton’s as they catch up. They are deliberately targeting and resonating widely with all Canadian families to be woven into the emotional fabrics of Canadian homes. Another subtle target segment is Spouses and partners. The ad craftily focuses on the emotional value of reunions, as it implies that reunions are always meaningful and memorable. This kind of advertisement creates an impression that the brand facilitates reunions filled with heartfelt happiness for one another, thus increasing the significance of the brand’s emotional appeal.

Tim Horton’s advertisement is based on defining the brand’s character and establishing its position in the Canadian market. Its central appeal rests in emotional resonance. Tim Hortons does not only serve as a coffee supplier; it makes homecoming more special by capturing those heartfelt family feelings with tender moments such as reunions with “Welcome Home .”The other pillar the advert is showcasing is the celebration of togetherness. This ad can be regarded as a visual tribute to welcoming home loved ones.

The Countries I am Going to Transfer the Product

The country that I will transfer Tim Horton’s brand to is Japan. This is because the particular market situation in Japan provides specific grounds for the choice, which is attractive for any company on its global scale strategy (Momaya, 2019). I chose Japan due to various reasons. One of the reasons why I chose Japan is my curiosity about Western brands. Western brands have always fascinated Japan since the Japanese value the uniqueness of styles and culture.

I have also selected Japan due to the growth potential in coffee culture. There has been a surge in coffee culture and a shift towards premium coffee experiences in Japan. Considering Japanese consumers are keen on trying new tastes and the variety for coffee drinkers, which is very common in Tim Horton’s range of coffee offerings and its famous baked product, has the opportunity for the business to fill the existing niche void.

There are various sections I am going to target in Japan. One of the areas is urban areas. Regarding Japan, Tim Hortons’ aim will be directed at urban market sections that suit the distinctive tastes and traditions of the consumers’ lifestyles in the respective country. This is because the fast service format in Japan is ideal for urban professionals and commuters who need more time for leisure. People who want to recharge and enjoy short, satisfactory pauses in their everyday lives can opt for the “Sip & Savor Moments” promoted by this brand.

I will also target families and weekend gatherings. With this, Tim Hortons will have positioned itself as a place where one can hold their weekly family gathering over the weekend. The “Welcome Home” theme, which focuses on warmth between family and home, may satisfy Japanese families’ need for casual and comfortable places.

Messages For the Brand

One of the messages I feel is appropriate for the new market, and the segments are “Harmony Brews – where culture and Tim Horton’s intersect.” In the lively marketplace of Japan, renowned for its deep-rooted culture and love for harmonious combinations, Tim Hortons will create a stir with the compelling slogan “Harmony Brews.” The phrase emphasizes the union between Canadian flavour and Japanese origins. The advertisement achieves this by presenting the scenic visuals from two countries, Canada and Japan, alongside each other. This message will work because it explains the customer’s journey through a unique story-based coffee experience with cultural enrichment. Also, it appeals to an appreciation of balance and the ability to integrate all different things in one setting. It positions Tim Horton’s as a brand that improves on the Japanese tradition, bringing in more vivacity from Canada.

The other message is “Tim Hortons: Your Daily Escape”. Within the dynamic urban landscape in Japan, where professionals and trend followers look for breaks, Tim Horton’s message, “your daily escape,” appeals to urban professionals, youth, and families and makes Tim Hortons their resting place where they have an opportunity to enjoy breaks from everyday routine. This message will be compelling because it captures the company’s spirit, portraying it as an escape spot that gives people a sense of relaxation every day. Thus, this message applies to the Japanese market due to its unity with urban style and meeting consumers’ aspirations for a short period.

Social Media and Traditional Channels

According to my understanding, the choice of social media and traditional media channels is crucial to successfully reaching and engaging with the audience in the strategic communication plan for Tim Horton’s entry into the new market.


Instagram is one of the social media channels that stand out as a powerful social media platform, as emphasized by (2021)Instagram emerged as an optimal social media channel for disseminating the messages “Harmony Brews – Where Tradition Meets Tim Hortons” and “Tim Hortons: Your Daily Escape” campaign targeted at the Japanese market. Both these messages have a visual-centric nature, which complements well and allows for creative, eye-catching content that will describe in an exciting way how Canadian and Japanese cultures merge or provide peaceful urban retreats by Tim Hortons.


Engagement on such an online platform is guaranteed since it is popular with the youth and urban professionals, who are precisely the target users. Various elements contained in the forum facilitate the involvement of the community. They include using hashtag campaigns and even user-generated content while in pursuit of creating the feeling of sharedness as they discuss different perceptions of the meanings. Also, Instagram’s additional functionality allows instant sharing of quick but attractive teasers that represent the best of Harmony Brews and the Daily Escape to address the target public.

Traditional Media Channel: Television (Commercial Advertisements)

The new messages can be effectively communicated through television, which has immense reach and can tell stories via visual/audio materials. Television advertisements offer an opportunity to create culturally sensitive and narratively rich content, making them the ideal medium for conveying the nuanced and emotionally resonant stories of Harmony Brews and Tim Hortons.


Placing commercial adverts in prime-time slots means that Tim Hortons can expose different categories of clients, such as families and professionals with a high viewer population, at specific designated times. The brand has created a good image because of the trust and credibility attached to television, which is traditionally a trusted medium. Both messages involve emotion and culture; television commercials are best at visual impact and storytelling. Tim Hortons uses the two channels simultaneously, making the message vivid and extensive.

How I Will Create Space for My Product in this New Market

Creating a space for my product requires two essential tools. One of the tools is public relations. I will begin an all-out public relations campaign in Japan. While the market will be competitive, it will also provide Public Relations space to create cultural bridges that will lead Tim Horton to a positive image. This marks the beginning of a specific PR program for Tim Hortons where the emphasis is put on culture unification and celebrating the national identity of Canadians and Japanese. The brand will partner with a group of local leaders called the cultural ambassadors and some selected influences to resonate the brand with the Japanese community. The Harmony Brews campaign will be mentioned in press releases and other media engagements to distinguish it from the other products, underscoring the brand’s efforts to harmonize traditional values through its multicultural assortment.

Also, I will use event marketing to create space for my product in this new market. Exceptional Event Marketing creates exciting and memorable events to ensure Tim Horton stands out from other competitive players in Japan. Tim Hortons will host “Harmony Festivals” at prominent sites in urban areas by involving Canadian and Japanese cultural elements in interactive events, live shows, and sampling menu items.

To differentiate this from similar products, the Harmony Brews will be introduced through these festivals, where people can experience the cultural blending themselves. The company plans on inviting local artists, musicians and chefs who will offer a truly unique mood for patrons of both nations. Unique limited-time pop-up cafes serving specially tailored menus will be deliberately stationed at those events, inviting guests through this exceptional offer.


Tim Horton’s adventure into this new market proves that it cares about the environment and a sustainable way of living. Therefore, by carefully selecting a country in line with such values and targeting specific market segments that are well-tailored, crafting creative messages and strategic use of marketing tools that include a variety of media, the label hopes to engage the style-conscious consumers with the products offered. The selected marketing channels and instruments are designed to fit into the needs of a new group of consumers, which are positioned in the market among other comparable goods. The brand intends to expand its territory and create a Tim Horton’s brand that will act as a symbol of responsible consumption in the region.


Javier Gil Quintana, & Vida, E. (2021). Educational Influencers on Instagram: Analysis of Educational Channels, Audiences, and Economic Performance. Publications9(4), 43–43.

Momaya, K. S. (2019). The Past and the Future of Competitiveness Research: A Review in an Emerging Context of Innovation and EMNEs. International Journal of Global Business and Competitiveness14(1), 1–10.


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