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.

But every cup of 7-Eleven coffee is freshly ground, as soon as you push the button. As anyone who knows anything about coffee knows, the great taste is all about fresh grinds.

So the brief was simple; demonstrate the freshly ground, roasted in Melbourne, quality coffee available in every 7-Eleven.

To prove the great quality, freshly ground coffee that goes into every cup of 7-Eleven coffee, we created a beauty product;

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

We partnered with Adore Beauty, Australia’s leading online beauty retailer and launched the product with actress, model and influencer Olympia Valance.

After almost a decade promoting their freshly ground coffee, 7-Eleven needed a new way drive consideration amongst female coffee drinkers under 35.

This task demanded we push further than paid media placement and show up in their world with a compelling experience for 7-Eleven coffee.

Thinking in an earned-first manner led us to an unexpected product transformation; from humble convenience cup into a covetable, limited run beauty drop.

The shift into the world of beauty gifted us a whole new language, aesthetic, experience and set of influencers to help shift perceptions of 7-Eleven's coffee.

Ensuring the quality of our limited run scrub was just as good as our $1 cup, we partnered with one of Australia’s leading manufacturers, Botany Essentials. Using the same freshly ground Arabica and Robusta beans you get at your local 7-Eleven, blended in a unique formula with essential oils and packaged in a luxe jar - we delivered a premium scrub priced only at $1.

International model, actress and influencer Olympia Valance became ambassador for the campaign, helping build hype with our target audience in the pre-launch phase through her owned channels.

At launch there was a massive media push through earned channels, reaching over 9m Aussies and directing them to our distribution partners Adore Beauty.

The campaign launched on the 22nd of March across influencer channels, trade press/PR, OOH, social, YouTube, owned media from 7-Eleven and Adore Beauty – achieving unbelievable results.

We showed up in the world of our younger female coffee aficionados, infiltrating their feeds by delivering a beauty campaign, unexpectedly promoting a $1 cup of convenience store coffee.

The product powerfully reinforces that each cup is made from freshly ground Arabica and Robusta beans, tackling the quality perception challenge head-on.

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

The campaign set new sales records for 7-Eleven.

The highest single day of sales for 2022 on the Thursday after campaign launch. Then, it 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.