Many Australians didn’t believe that 7-Eleven’s $1 coffee was made from freshly ground beans. So rather than make an ad, we created that proved it. We partnered with Australia’s biggest online beauty retailer to launch the product, and put it in the hands of consumers to experience themselves.

A product so unexpected, it earnt the right to reach millions of Aussie coffee drinkers in environments far removed from their local 7-Eleven.

Finding growth with a new, discerning audience.

7-Eleven sells more cups of coffee than anyone else in Australia - almost 70 million cups every year.  But there were still some coffee aficionados, particularly young women, who would never give it a go.

They were missing out on the great taste, great value and convenience because of a misperception: that 7-Eleven coffee was made from syrup, or powder – not real beans. Even though every cup of 7-Eleven coffee is freshly ground, as soon as you push the button. So, the brief was simple; demonstrate the freshly ground, roasted in Melbourne, quality coffee available in every 7-Eleven.

But this audience was a tough ask. A highly sought after demographic, reaching them through paid media alone would be prohibitively expensive, and even if we did reach them our claims wouldn’t be believable or persuasive. Traditional media approaches wouldn’t work, so we needed to get innovative with both our message, format and channel.

7-Eleven Coffee Scrub – Australia’s most unexpected beauty product.

To win we had to think differently and go further than a paid media placement. We had to somehow earn the right to enter the world of a twenty-something-female. This way of thinking led us to an unexpected product transformation; from humble convenience cup into a covetable, limited run beauty drop.

Introducing The 7-Eleven Coffee Body Scrub – a beauty product made from the same great quality, freshly ground coffee that goes into every cup of 7-Eleven coffee.

Results

We landed 52 pieces of PR coverage across AU with a total reach over 7.1m, with 100% positive consumer sentiment. All from an investment of $100k in paid media and $100k in influencer partnerships.

We achieved the highest single day of sales for 2022 on the Thursday after launch. Then, set another benchmark with the biggest sales week of the year to date.

Overall, we sold over a million coffees and generated over $1.8M in sales during the campaign period. And, we completely sold out of coffee scrubs.