case study:
tim hortons
the big picture
Tim Hortons is part of the cultural fabric of Canada. In 2024, Tims celebrated their 60th anniversary — that’s 60 years of being a trusted companion for Canadians, inviting them to make memorable moments together across the decades, from early morning coffee runs to hockey game treats.
There was no better time for the brand to celebrate their heritage, reinforce connections with longtime guests and welcome new ones. “This was a moment for Tim Hortons to up our game and create brand consistency across our creative and audio touchpoints, from music in TV spots, to digital, to reward sounds,” says Tim Hortons’ Heather MacLeod (Director, Integrated Marketing Communications).
Tim Hortons partnered with Made Music Studio to develop a timeless and flexible sonic identity that could build brand love for one of Canada’s most recognizable brands.
“Our new sound is distinct and instantly recognizable, refreshed for the modern day and modern Tims. It will help us stand out in a crowded category not just for our 60th anniversary, but for decades to come.”
— Heather MacLeod, Director, Integrated Marketing Communications, Tim Hortons
the challenge
Our challenge was to create a memorable sonic identity that could capture the Tims’ spirit of togetherness. Just like the Tim Hortons brand, their sound needed to be:
Authentic to the cultural fabric of Canada
Warm in instrumentation
Real in reflecting the modern Tims audience
Charming at every touchpoint
Additionally, Tim Hortons' signature sound needed to be flexible enough to span every campaign, platform and market. This includes both English and French-speaking audiences in the US and Canada.
the approach
Our creative concept of “Modern Nostalgia” is inspired by the deep connections Canadians have with the Tim Hortons brand. Musically, we looked to connect the dots between Tim Hortons’ past, present and future.
Tims’ much-loved jingle from years past provided initial sonic inspiration. For a touch of their classic sound, we sampled musical elements from the jingle and incorporated them into an original track fit for modern audiences. Within the new theme you’ll hear echoes of the iconic “You’ve Always Got Time for Tim Hortons” tagline, layered with rich effects and a sparse, natural groove to create an entirely new, modern feel.
At the core of the new Tim Hortons sonic identity is an original and ownable melody. It makes room for the current tagline, “It’s Time for Tims” to be sung in a variety of styles. This three-part “Maple Leaf” Melody is also the centerpiece of the Tims sonic logo, a fast memory cue that captures the emotional core of the brand in under 3 seconds.
The complete sonic identity package includes bespoke sonic logo & brand theme variations designed to fit every Tim Hortons campaign. All featuring the signature Maple Leaf Melody, the musical variations can flex any mood, tone or message.
Brand Theme
With Vocals
Timbits
Timfluencer
Double Double
The Double Double theme variation, inspired by the popular Tims coffee order, is a high-energy arrangement suited for snackable social content. The Chicken Soup theme variation creates a relaxing mood for scoring quiet moments of togetherness with family & friends. Other versions include the Timbits theme variation, Dream Donuts and Timfluencer, a staple for TikTok dances and influencer content.
the results
The Tims sonic identity has been proven to improve brand metrics with guests across the board. Research by Sentient Decision Science, conducted through our SonicPulse® research capability, shows that the new sonic branding has significant association with Tims attributes, including Modern, Inviting and Trustworthy. It has also shown to be in the 80th percentile for Memorability, and 85th percentile for positive emotional appeal.
Through their consistent approach across advertising, Tim Hortons’ musical expression has been heard all over North America since launch. The 60th anniversary campaign featured fresh vocals recorded by Canadian R&B artist LOONY, while a Saint-Jean-Baptiste Day campaign in Québec featured a French translation of the new theme.
Every genre variation, no matter the tone, style or artist who’s singing it, builds recall and familiarity with a brand that’s always been a part of Canadians’ lives.
creative team
Danielle Venne - Executive Creative Director
Lucas Murray - Supervising Music Producer
Tevin Prince - Coordinating Music Producer
Alex Siesse - Composer + Music Co-Producer
Bryan Natalio - Music Co-Producer
Stephanie Hunt - Group Account Director
Zorah Hall - Account Executive
Dennis Wall - Mix Engineer
Joel Beckerman - Founder + Music Producer