Recipe for success:

Iconic Canadian brand + beloved product + controversy + brilliant art direction = great cover = success!

Here’s what art director John Montgomery had to say about the cover:

“We chose the Tim Hortons cup for our cover because we felt that Tims is known for their coffee more than anything else. It is such a recognizable Canadian icon, especially when you see the distinctive red and yellow of Roll Up the Rim. So we thought it would attract newsstand attention. It doesn’t hurt that Tim Hortons is running that Roll Up the Rim promotion right now. Putting a serious, provocative business headline on the company’s cheerful packaging creates a tension that will draw readers in.”

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