Tim Hortons, Barbie, and PWHL: When Big Brands Team Up for Inspiring Causes

Tim Hortons, PWHL and Barbie Partnership

Today (August 11), an exciting new partnership launched in Canada: Tim Hortons, Barbie, and the Professional Women’s Hockey League (PWHL) have joined forces to release hockey dolls that are much more than just toys. This campaign sends a powerful message about inclusion, female empowerment, and representation, all wrapped in a story that connects fans of all ages with real, meaningful values. Source: ThePWHL

A Game-Changing Partnership

Released on August 11, the Barbie Tim Hortons PWHL dolls represent stars Sarah Nurse and Marie-Philip Poulin, true icons of women’s hockey. Each doll has a uniform, helmet, skates, and hockey stick, ready to inspire the next generation of athletes and fans. The best part? Part of the sales goes to the Grindstone Award Foundation, which supports young female hockey players, proving this campaign goes beyond only marketing; it’s a real commitment to the sport and its future.

Plus, anyone who buys one of these dolls at Tim Hortons restaurants can win an exclusive experience at a PWHL game, creating a direct link between consumers and women’s hockey.

Why This Campaign Is a Marketing Win with Purpose

This is what we call impact marketing, where a brand doesn’t just sell products but stands for authenticity, values, and social relevance. Today’s consumers want more than a product; they want to feel part of something bigger. We’re the generation ready to make a difference, and supporting campaigns like this just feels natural.

Here’s why this campaign is a shining example for the market:

• Purpose aligned with the audience: Tim Hortons, a beloved Canadian brand, teams up with Barbie, which has been reinventing itself to reflect diversity and empowerment, and with the PWHL, showcasing women’s strength in sports. It all clicks with those who care about inclusion and equality. (and a little bit of pink, too)

• Emotional engagement: By celebrating real, inspiring figures, the campaign builds genuine connections, inspires dreams, and breaks barriers.

• Real social impact: Supporting the Grindstone Award Foundation adds concrete value, showing the effort goes beyond symbolism to truly benefit young athletes.

• Amplification through experience: The chance to win a VIP experience drives excitement, boosts engagement, and sparks word of mouth. This made the campaign a success before it even started.

  
  

Why Big Brands Should Back Positive Causes

No matter the industry, brands that embrace social causes stand out. Some studies show that over 85% of consumers prefer to buy from brands that show social responsibility. Today, buying is about emotion, identity, and values.

By standing behind meaningful causes, companies like Tim Hortons don’t just improve their image or boost revenue; they build loyal, engaged communities. This also helps to generate more organic visibility on social media, attract new audiences who value social responsibility, and create authentic, relevant content that positively impacts the market.

How to Turn Partnerships into Winning Strategies

It’s not enough to just link your brand to any cause. The connection has to be genuine and aligned with your company’s identity and values. Transparency and consistency are key to avoiding “greenwashing” or “causewashing.”

Brands investing in purpose-driven partnerships ensure their message is felt, not just heard. Over time, that’s the best way to build reputation and relevance.

What do you think of this campaign?

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At Verve, we believe partnerships like the one between Tim Hortons, Barbie, and PWHL are the future of marketing: strategic, human, and transformative. Want to learn how to create campaigns like this for your brand? Let’s talk!