QUEBEC, CANADA – Tim Hortons plunged customers at one of the coffee and donut chain's Quebec locations into inky darkness for a prank introducing a new dark roast coffee blend, according to a write-up in Ad Week.

When patrons arrived, they found the Perrot store completely covered in black-out material, even the windows. Dark vehicles were parked out front to heighten the mystery. Those who ventured inside encountered an employee wearing night-vision goggles, who led them to a counter where dark roast was served and the gag revealed.

With more than 700,000 YouTube views in a few days, Hortons marketing effort can be dubbed a success.

This is Tim Hortons’ second large-scale marketing prank this year. In May, it meticulously recreated its first shop from 1964, interior and exterior, in minute detail — even bringing back the original employees as servers.