Roll up the Rim to Win

Roll Up the Rim to Win is an annual promotional contest, held by Canada's Tim Hortons donut and coffee chain.

The contest is held from March until May of each year, and over twenty million prizes are available. Customers determine if they have won prizes by unrolling the rim on their coffee cup when they have finished their drink, revealing their luck underneath. A vehicle is always up for grabs, and now 20 cars can be won each year. Smaller prizes include free cups of coffee, free donuts, free lunches from the Tim Hortons sandwich and soup menu, etc.

Advertising for the contest has been quite effective, and "R-r-roll up the r-r-im to win" (with rolled Rs) is now a well-known (and well-practiced) phrase.

There exists minor controversy in which the greater prizes are actually hidden under an alternative part of the coffee cup rim. Either a lesser prize or the notice of failure is placed in the expected area, but the greater prize is off on the other side of the cup. Many people have expressed similar stories.