Rather than make an ad to promote something about their coffee, 7-Eleven created a product that proved it.

A product so unexpected, it drove press attention and earnt media reach to millions of Aussie coffee drinkers in environments far removed from their local 7-Eleven service station.

7-Eleven entered the world of beauty with a limited-edition Coffee Body Scrub, made from the same Arabica and Robusta beans found in every freshly ground cup of 7-Eleven coffee.

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 out there: 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.

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.

In the campaign period we sold over a million coffees, setting a new weekly record for 2022 and just over $1.8m in sales, also the biggest week of the year. Lastly, Thursday was our highest single day sales of the year.

After almost a decade promoting their freshly ground coffee, 7-Eleven was facing stiff competition in the Australian convenience coffee market.

Australians love a coffee, and understand how to choose a quality cup thanks to a rich culture around beans and baristas – a category language our key competitors had all adopted.

7-Eleven needed a new way drive consideration amongst female coffee drinkers under 35.

So we worked with 7-Eleven to create a product that proved their product is different to the rest, then put it in the hands of shoppers on Australia’s largest online beauty retailer.

7-Eleven entered the world of beauty with a limited-edition Coffee Body Scrub, made from the same Arabica and Robusta beans found in every freshly ground cup of 7-Eleven coffee.

An unexpected idea only a brand like 7-Eleven could pull off.