Tim Hortons was coming to Islamabad & Rawalpindi, and the brief was simple: make it feel like a moment, not a promo. We kept the sell quiet and the senses loud, quick teasers of the pour, the cup, the steam, just enough to taste. Lined up local voices to “spot it first,” planned a drip of hints and PR touchpoints, and kept replies active so the buzz didn’t cool.

The thought behind the marketing was to build anticipation through experience, positioning Tim Hortons as a cultural event, not just another café launch. Instead of flooding timelines with ads, we focused on curiosity, word-of-mouth, and community-driven excitement. The campaign was designed to market the brand by creating fear of missing out (FOMO), ensuring people weren’t just seeing the launch, but talking about it, sharing it, and counting down to it.

By opening day, people weren’t discovering it; they were arriving for it, a moment already marketed by the buzz itself.