Hello, this is Korea advertising.
1. Tim Hortons, Canadian Coffee Identity
Tim Hortons is one of the most beloved coffee brands in Canada, and was founded in 1964 in Hamilton, Ontario by former ice hockey player **Tim Horton**. With over 4,000 stores across Canada, Tim Hortons is a kind of ‘national brand’ in a country where a cup of coffee means more than just a drink.
Among them, the ‘Original Iced Capp’ is a menu that is loved by Canadians in the summer, and it has quickly become the ‘Canadian soul drink’ with Tim Horton’s unique blended coffee and smooth cream.
2. The Birth Story of Ice Capp – EP.1 Content Core
YouTube content EP.1 goes beyond simple product advertisements and humorously explains the origins of Ice Capp like a documentary. This episode presents an interesting combination of imagination and facts about ‘how Ice Capp was first developed.’
The content starts like an ancient myth. ‘There was coffee, but it was too hot in the summer, and one day, when customers wanted cold coffee, the voices of customers were getting louder…’ It tells the story of how a researcher developed a drink by grinding coffee and mixing it with ice, which is the beginning of Ice Cap. This process is composed with a unique Canadian humor code, effectively conveying the brand’s identity and Canadian pride.
3. A new perspective with NCT Mark
One of the highlights of this content is the appearance of Mark, a member of the K-pop group NCT. Mark is from Vancouver, Canada, and naturally connects with Tim Hortons’ Canadian identity. Mark’s familiar image and global fandom greatly help Tim Hortons expand in the Korean and Asian markets.
In the commercial, Mark appears in casual attire, drinking Ice Cap and delivering the message, “This is the real Canadian taste.” Mark shows a natural and cheerful appearance throughout the commercial, giving the impression that he actually enjoys the drink. Thanks to this, it naturally creates empathy with the younger generation, especially K-pop fans.
4. Emotional intersection between Canada and Korea
This content is a good example of brand content that goes beyond a simple advertising campaign and creates a point of contact between cultures and emotions. A Canadian national brand and a Korean idol star meet to serve as a bridge connecting the cultural sensibilities of the two countries.
In particular, Korean consumers perceive the Tim Hortons brand not as a simple overseas coffee franchise, but as a window to experience local culture. Mark’s appearance serves as a factor that reinforces this perception, and is a good example of how Korean Wave and Canadian culture meet.
5. Evolution of brand content – A story beyond advertising
Tim Horton’s Ice Cap content shows that it is evolving from product promotion to storytelling-centered branded content. This goes beyond simply expressing “it’s delicious” and emotionally connects with consumers by containing the brand’s history, identity, and cultural context.
Follow-up series are planned starting with EP.1, which means that it is a long-term brand building strategy, not a one-off advertisement. In particular, the strategy of global brands blending into the market through content that reflects local emotions is a marketing trend that will continue to be noteworthy.
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