Tim Hortons came up with a fantastic method to introduce their new Dark Roast coffee. They took over one of the Tim Hortons locations in Canada and completely blacked out the exterior of the building, even blacking out a Jeep sitting in the parking lot. The Tim Hortons location was completely darkened in preparation for the arrival of curious customers. When the store opened, customers started showing up, peering at the change in decor and uncertain of what to expect. When they walked through the doors they were greeted by complete darkness. Inside the door, a Tim Hortons employee waited with night-vision goggles in place to guide them to the counter.
At the counter the customers were treated to a cup of the new Dark Roast coffee, which they sampled in complete darkness to heighten their sense of taste. The lights were finally turned on after they sampled the coffee. Tim Hortons clever advertising campaign helped highlight their new flavor plus drove the announcement viral, giving them incredible exposure for a reasonable cost.