Most regular readers of this blog know that Customers come to 7-Eleven for their caffeine fix, guzzling more than 1.1 million cups of coffee per day in the U.S., they sell another 80 million cups of coffee a year in Australia. There is no doubt that the world loves 7-Eleven coffee according to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.
I am sure you were not surprised when you saw that 7‑Eleven Inc. debuted new advertising spots celebrating its customers' love of coffee and the lengths they'll go to obtain a fresh cup.
The new ads are intended to demonstrate that nothing can keep 7‑Eleven fans away from their brew — whether that means arriving late to a meeting with a cup of to-go coffee or sipping on an iced latte in the middle of a blizzard.
The commercials will have three areas of focus:
· Mighty Mite, which features 7‑Eleven fans who take pride in the quality of their cars, their look and their coffee, especially when it makes them stand out.
· Commute, which features the 3,000 ways to customize a cup of joe, allowing customers to be their own barista.
· Storm, which will drop April 12 and focuses on Gen Z, who own their obsession with iced coffee.
"Grounded in the 'Take it to Eleven' spirit of being our customer's ingenious accomplice, our new coffee campaign highlights the robust variety, excellent quality and great value our coffee delivers," said Marissa Jarratt, executive vice president and chief marketing office at 7‑Eleven. "These spots were also built off real cultural insights and are intended to reflect our diverse customer base. We were intentional to ensure that our casting authentically included members of these cultures — real fans, real car enthusiasts, real coffee lovers."
Directed by award-winning filmmaker Christine Yuan of Object and Animal, the ads take inspiration from Japanese-model car culture.
Coinciding with the ad launch, 7-Eleven will also be running a limited-time promotion via its 7Rewards loyalty program through the end of the year. Rewards members who purchase six cups of coffee, Big Gulp or Slurpee drinks will receive their seventh cup for free at participating stores.
In case you forgot, 7-Eleven operates, franchises and/or licenses more than 77,000 stores in 15 countries and regions with the 7-Eleven trademark represented on more than 83,000 stores. The brand will celebrate its 100th anniversary in 2027 and reminding customers that they like your coffee will drive incremental sales.
For international corporate presentations, regional chain presentations, educational forums, or keynotes contact: Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions. His extensive experience as a multi-unit restaurant operator, consultant, brand / product positioning expert, and public speaking will leave success clues for all. For more information visit GrocerantGuru.com, FoodserviceSolutions.US or call 1-253-759-7869