• by Amy Corr  @MediaPostOTL, August 28, 2014

Dining in complete darkness has always intrigued me -- but what about heading to your local coffee shop only to find it shrouded in complete darkness? Would you even attempt to go in? This was the conundrum facing regulars at the Tim Hortons in L'ile-Perrot, Quebec. The entire building, logo included, was wrapped in black, even a jeep in the parking lot. Adventurous customers tried the door and entered a completely pitch-black coffee shop. A staff member wearing night vision goggles guided consumers to the counter by voice. Once there, each person received a cup of Tim Hortons new dark roast, relying only on their sense of taste to enjoy it. It's the brand's first new roast in fifty years. Watch the video here and search Twitter using the hashtag #TimsDark to see additional reactions. JWT Canada created the campaign.