Australians didn’t believe that 7-Eleven’s $1 coffee was made from freshly ground beans. So we created a product that proved it, partnered with Australia’s biggest online beauty retailer and put it in the hands of consumers to experience themselves.
A product so unexpected, it earnt the right to reach 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.
A product so unexpected, it earnt the right to reach 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.
![](https://cdn.myportfolio.com/b4984da01c5723c709eb9356888c4d74/f40e5405-ca08-4944-b7d4-09f0dd8fa5b6_rw_1920.jpg?h=45d5d73a7f858dc854eb7ea4e3c20034)
![](https://cdn.myportfolio.com/b4984da01c5723c709eb9356888c4d74/b924d4e0-a375-4afe-9513-af303407c456_rw_1920.jpeg?h=aa15961dd9c4f262651b65fdd0a692e2)
![](https://cdn.myportfolio.com/b4984da01c5723c709eb9356888c4d74/908e6d29-7ed0-4ce4-a7c2-c382b36011e6_rw_1920.jpg?h=4121fc6d2c851d124d46fccac9ccc001)
![](https://cdn.myportfolio.com/b4984da01c5723c709eb9356888c4d74/c89204e5-b3c1-4860-afe4-ffaa0225b44e_rw_1920.jpg?h=d08ddfad661a1474300ba492b8b309a5)
After almost a decade promoting their freshly ground coffee, 7-Eleven still wasn’t seen as being ‘real coffee’ by some Australians. In particular, they 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.
![](https://cdn.myportfolio.com/b4984da01c5723c709eb9356888c4d74/bd751d34-db4c-4147-8e5a-5ca5885d0d0c_rw_1920.jpeg?h=2f56b737019559994c66eb46a1c16227)
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.
![](https://cdn.myportfolio.com/b4984da01c5723c709eb9356888c4d74/47a30166-d26e-4a09-adff-ff51b5264ef9_rw_1920.jpg?h=ba9baf20df8a0ed3cdc9d5241167f0d1)
![](https://cdn.myportfolio.com/b4984da01c5723c709eb9356888c4d74/ca5605ba-fb61-44a5-aa08-5186dc99bb63_rw_1920.jpg?h=e99738016378c86d8319cf95db1ce8d1)
![](https://cdn.myportfolio.com/b4984da01c5723c709eb9356888c4d74/80bd63a0-945d-4da8-a2d1-df4b636d9c21_rw_1920.jpg?h=1359f636d8f68b522c8a89fa3ea516e1)
![](https://cdn.myportfolio.com/b4984da01c5723c709eb9356888c4d74/5b71a39e-58d4-4afe-8070-b0a8cf3a15b1_rw_1920.gif?h=213b83d5f5e4bcb088db6b879d2949cd)
![](https://cdn.myportfolio.com/b4984da01c5723c709eb9356888c4d74/6239fadb-d4ed-42a7-b3a3-c4c5392b54eb_rw_1920.jpg?h=11a1e739985e18632ba413c42d8bc5d6)
![](https://cdn.myportfolio.com/b4984da01c5723c709eb9356888c4d74/ea6e5a5f-1b57-4977-8785-851e9c10a4aa_rw_1920.jpg?h=15fa1b67f884df7c9a54a7ed54e8f0a4)