Editor & Associate Publisher, Convenience Store News Canada + OCTANE
In a new advertising campaign, 7-Eleven, Inc. is celebrating its customers' love of coffee and the lengths they'll go to obtain a fresh cup.
Rooted in the cultural trends that bring together all coffee fanatics, these ads demonstrate that nothing can keep 7-Eleven fan 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.
"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 officer 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."
The three ads, directed by award-winning filmmaker Christine Yuan of Object and Animal, focus on the core strengths of 7-Eleven's OG To-Go since 1964 coffee:
Mighty Mite: The spotlight is on7-Eleven fans who take pride in the quality of their cars, their look, and of course, their coffee.
Commute: The focus is on customization and 7-Eleven's coffee variety allows customers to be their own barista – even if it means running late.
Storm: This will drop April 12 and highlights the Gen Z obsession with iced coffee (no matter the weather).