Convenience chain 7-Eleven is the latest consumer brand to take its promotional focus to community-based charities with the launch of a long-term, coffee-based donation program with some star power.
Throughout 2010, the “Coffee Cup with a Cause” will offer 7-Eleven consumers nationwide the chance to buy coffee in limited-edition 20-oz. cups with graphic designs from entertainment and sports stars. Proceeds from the sale of the cups will go to benefit charities chosen by the celebrity associated with that phase of the campaign.
While 7-Eleven is guaranteeing a minimum donation of $250,000 to each charity designated, that total could climb to $300,000 based on the number of cup sales to consumers. The company said that it expects to wind up donating more than $2 million to charities through the promotion.
Although the cups are designed for coffee, consumers can buy them filled with any hot 7-Eleven beverage including tea or hot chocolate.
The first celebrity charity to be featured in “Cup with a Cause” is the Richie-Madden Children’s Foundation, established by Nicole Richie, her husband, Good Charlotte lead vocalist Joel Madden and his twin and band mate Benji Madden. The cups, available at participating 7-Eleven stores through March 14, will feature designs created with the approval of the trio, who will join 7-Eleven representatives early this month to announce their partnership with the chain and to open a new children’s playground in South Central Los Angeles.
“We’ve turned our coffee cups into canvases, and celebrities are creating artwork for our program that allows customers to directly support charities and causes that make dramatic changes to so many people’s lives,” 7-Eleven chief marketing officer Rita Bargerhuff said in a release.
Following Richie and Madden in the “Cup with a Cause” promotion is singer Jennifer Hudson, whose cup design will raise funds for the Boys’ and Girls’ Clubs of America.
The 7-Eleven charitable donation campaign is the latest move to link a brand to a broad philanthropic effort. In the last month, many companies have lined up to support a wide range of charities for Haitian relief.
In December, Pepsi announced that it would forgo its customary ad during Super Bowl XLIV this year in favor of a community-based social renewal campaign, the “Pepsi Refresh Project,” which will take user-generated ideas for local philanthropies by the beverage maker.
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