In 2021, Tim Hortons decided to break with tradition (and the competition) and NOT give away free coffee on National Coffee Day. Instead, they wanted a program that would steal the social conversation without an offer. We proposed that the food/bev giant try something new: a limited-edition clothing line with fresh items released every 20min just like their coffee. It sold out in seconds, got hacked and dominated social conversation. What started as a social promo became an annual program and eventually new revenue stream and department for the organization.