Ever heard the old expression, 'if you can't beat 'em, join 'em?'

That seems to be the marketing strategy behind a new campaign targeting a company that has become a legend thanks to one phrase: rollup the rim to win. You know the firm behind it, of course. It's Tim Horton's. But now a competitor is fighting the coffee and donut icon on its own turf.

Since most of their cups aren't winners, people tend to toss them away. And that's where Country Style Donuts comes in. They're offering to turn any customer who lost in the Tim Horton's contest into a winner by giving them a free cup of coffee for their trouble.

Although it's not quite the free-for-all that it seems. "We are limiting it to one coffee per day per person," a Country Style spokesman cautions.

What do consumers who will benefit think?

"Not bad," comments one.

"Oh, my God, this is great," adds another.

But not everyone is quite so impressed. "I think I'll stick with Tim Hortons," laughs one loyal customer.

Still, if you want to take advantage of the coffee clash, you'd better not let your cup get cold. The reverse promotion lasts for just a week and doesn't start until March 3rd.