The agency decided to use the coffee cup as a canvas to feature celebrity artwork for charitable causes. Cup with a Cause asked celebrities to create artwork for 7-Eleven coffee cups for free in return for a $250,000 donation to their favorite charity. Cup with a Cause sponsored the 2009 Noble Awards, a Hollywood event that celebrates celebrity contributions to charitable causes. Nicole Richie and Good Charlotte designed the first cup for The Richie-Madden Foundation. Jennifer Hudson also participated, selecting the Girls and Boys Club as the beneficiary. Skateboarder Rob Dyrdek, WWE wrestler John Cena and rapper Snoop Dogg have all created cups for the monthly program.

In February 2010, the first month of the program, the $250,000 contribution translated into $25 million in PR value. The second cup, featuring artwork by Jennifer Hudson, made national news. Cup with a Cause has been featured in People, Us Weekly, Entertainment Weekly and many other entertainment-related publications. On average, 7-Eleven is selling approximately 35,000 Cup with a Cause cups every day, bringing in new customers. And 7-Eleven is contributing to the creation of parks for kids, supporting school programs for the underprivileged, helping to answer the wishes of the terminally ill and assisting other programs that make people say, "Oh Thank Heaven."