7-Eleven, Inc. has begun a month-long campaign to introduces its version of iced coffee with cheeky new marketing that references cup sizes, cheap dates and love at first sight.
For instance, in the radio spot, a tongue-in-cheek conversation occurs between a man and woman portraying the iced coffee product with lines like “You’re more than just a pretty cup,” “I’ve never been this cheap before” and “You have expensive taste.”
Taglines on printed materials and online ads continue the theme with “I look good in any cup size,” “Come and get me” and “Trust me, I’m a handful.”
The campaign, created by Freshworks, also includes outdoor, metro rail and bus transit advertising in select markets, online viral marketing including a new 7-Eleven iced coffee Web site and coupon e-mails, store signage and point-of-purchase displays.
To encourage customers to try the new beverage, prices are being discounted this month in select markets. The beverages are available in French Vanilla and Mocha flavors.
FreshWorks, is a consortium of Omnicom companies serving at 7-Eleven’s advertising and marketing agency.
The new iced coffee is the same in all markets except Long Island, N.Y.
In 2005, 7-Eleven began testing an iced coffee in Long Island, NY. The Long Island version differs from the iced coffee being introduced nationally in that it is stronger and less sweet to meet local taste preferences.
The launch of the iced coffee is expected to draw more female, and younger, customers.
“Hot coffee drinkers skew male, while more females prefer iced-coffee drinks,” Jay Wilkins, 7-Eleven brand manager for cold beverages, said in a release. “To ensure that we reach the broadest group of coffee drinkers, 7-Eleven needs to offer both hot and cold coffee drinks.”
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