What the Tims Creativity Coffee Packaging Debate Reveals

Tims launched a Cranberry Yogurt Smoothie in a ring-shaped cup that resembles a bagel, and the packaging quickly drew attention for its unusual look. The problem is the straight, thick straw provided with it: the dense smoothie and narrow ring shape make the straw hard to use, so some customers unscrew the cap and drink directly. Staff also report that filling the narrow opening slows serving.

The drink itself contains cranberry jam, chia seeds, and yogurt, giving it a thick texture that suits a wide straw, yet the curved bottle works against it. Consumers had already questioned how to use the cup when the fruit and vegetable series arrived last month. The debate now centers on whether such creativity coffee packaging adds appeal or simply gets in the way of drinking and service.

Tims' newly launched fruit and vegetable drink "Cranberry Yogurt Smoothie" has quickly caught consumers' attention with its unique ring-shaped packaging cup, and many people even place orders specifically for this oddly shaped cup. However, when customers receive the drink, they find that it comes with a straight, thick straw, and the combination with the ring-shaped cup makes people exclaim, "Is this reasonable?" The smoothie has a thick texture, and the straight straw is difficult to reach the bottom in the ring-shaped bottle, so customers have no choice but to unscrew the cap and drink directly. At the same time, Tims employees also complain that the ring-shaped cup affects serving efficiency, as the slushy drink is difficult to pour into the narrow bottle opening. Whether this creative packaging is a bonus or a troublemaker has sparked widespread discussion.

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Recently, Tims introduced a brand-new fruit and vegetable drink, "Cranberry Yogurt Smoothie." In the promotional poster, the ring-shaped cup filled with pink-purple liquid immediately catches consumers' attention with its extremely high aesthetic appeal, quickly stirring up everyone's desire to buy. Some customers also became deeply interested in the matching packaging cup this time, saying outright that they placed their order precisely because of this uniquely shaped cup.

However, one consumer who got Tims' new product stared at the ring-shaped cup in front of them, then looked at the straight thick straw handed over by the staff, and could not help but wonder: "Is this reasonable? Is this really reasonable?"

It is understood that Tims' new product includes cranberry jam, chia seeds, and yogurt, and its overall texture is dense and thick. From this perspective, there is nothing wrong with store staff providing customers with a thick straw to drink the smoothie. But once the straight straw and the ring-shaped cup are put together, it inevitably makes people doubt how much use this straw can actually be in this unconventional cup.

In fact, as early as last month, when Tims launched its fruit and vegetable series and introduced this ring-shaped packaging cup that looks much like a bagel, many consumers, upon receiving the drink, already found the cup both novel and interesting, while also feeling very confused about how they were supposed to use it.

In response to this situation, customers who had bought drinks from this series shared their thoughts after trying them. They mentioned that at first glance, the straight straw and the ring-shaped cup seem incompatible, but as long as the straw is inserted diagonally through the bottle opening, it is still possible to drink the liquid inside. However, due to the limitations of the bottle's shape, no matter how the straw's angle is adjusted, it may not reach the bottom of the bottle, so some users simply give up on the straw and unscrew the cap to drink directly from the opening.

It is worth noting that Tims employees also have many complaints about this packaging cup provided by the brand.

According to their feedback, the first drink in the fruit and vegetable series was in liquid form, so once prepared it could be poured directly into the ring-shaped cup, but this new product is in slush form and has relatively poor flowability, so after being made it cannot flow smoothly into the bottle like a liquid. "This thing is super hard to pour, it won't flow into the bottle," "It just won't flow down," they lamented that this ring-shaped cup drags down serving efficiency. "I'm really about to break down, it's so hard to deal with."

In the eyes of many netizens, Tims' ring-shaped cup is indeed eye-catching in appearance, can bring customers a sense of novelty, and can also make people associate it with the brand's quite representative bagel products. But as feedback on the internet shows, the ring-shaped cup causes quite a bit of trouble for people in actual use and is far less handy than traditional straight cylindrical packaging cups.

"The design of this bottle is, you suck around in circles? It's like an elementary school math olympiad problem," "Is this bottle design even necessary? The straw feels so awkward when inserted, it drives obsessive-compulsives crazy," "It's cold to the hand and hard to suck from, and it's not even stable on the table," "It really is unreasonable, extremely unreasonable, we're also speechless."

Many users said they can understand that the brand adopts a distinctive drink cup to attract attention and draw in customers who like novel things and buy the cup rather than the drink, but they also feel that when launching new products, the brand should also take into account the user experience of customers and employees. Otherwise, like this ring-shaped cup, although it looks unique, it is really very inconvenient to use.

Image source: Xiaohongshu

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The above content is compiled by CoffeeHunters, a coffee news website.