Charmin, the toilet paper brand with the cuddly spokesbears, have partnered with Carat and Eat it Up Media (EiUM) for a coy OOH campaign that highlights the “stimulating” effect of one’s morning coffee.

At 80 participating cafes in the city, Torontonians will get their coffee in a Charmin-branded sleeve. The coffee sleeve program features the message “Better Tear, Better Mornings,” along with a delightful, tongue-in-cheek creative of the adorable Charmin bear holding a coffee cup with its own branded sleeve.

The slogan is a reference to Charmin’s Ultra Soft Smooth Tear tissue that has a scalloped edge instead of the typical perforated lines. The coffee sleeves will also come with a QR-code leading to a contest to win a year’s supply of Charmin.

According to EIUM, “The cafes we chose were located in high-density areas frequented by a broad audience. The goal was to raise awareness for the product amongst as wide an audience as possible in Toronto.”