7-Eleven Brews Up New “Take it to Eleven” Campaign

On Monday, 7-Eleven debuted new advertising spots celebrating its customers’ love of coffee and the lengths they’ll go to obtain a fresh cup. Rooted in the cultural trends that bring together all coffee fanatics, these ads demonstrate that nothing can keep 7-Eleven stans away from their brew—whether that means arriving late to a meeting with a cup of to-go coffee or sipping on an iced latte in the middle of a blizzard.

The three ads focus on the core strengths of 7-Eleven’s OG To-Go since 1964™ Retail-owned Brand coffee:

Mighty Mite: 7-Eleven fans take pride in the quality of their cars, their look, and of course, their coffee – especially when it makes them stand out. Brewed fresh 24/7 with 100% Arabica beans, the convenience retailer’s coffee takes customers into overdrive. 

Commute: With 3,000 ways to customize a cup of joe, 7-Eleven’s coffee variety allows customers to be their own barista. Nothing is more important than having the crème de la crème of coffee brew, so spending that extra time mastering the perfect cup is worth it – even if it means running late.

Storm: (dropping April 12): Gen Z proudly own their obsession with iced coffee; it’s a critical part of their hustle – no matter the season. 7-Eleven’s coffee connoisseurs will go to great lengths to get what they want, whenever they want it, at a great value.

“Grounded in the ‘Take it to Eleven’ spirit of being our customer’s ingenious accomplice, our new coffee campaign highlights the robust variety, excellent quality, and great value our coffee delivers,” said Marissa Jarratt, Executive Vice President and Chief Marketing Officer at 7-Eleven. “These spots were also built off real cultural insights and are intended to reflect our diverse customer base. We were intentional to ensure that our casting authentically included members of these cultures – real fans, real car enthusiasts, real coffee lovers.”

Directed by award-winning filmmaker Christine Yuan of Object and Animal, these ads reflect Christine’s bold and playful style and take inspiration from Japanese-model car culture.

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By Published On: February 28th, 2023Tags:

About the Author: Christopher Durham

Christopher Durham is the president of the Velocity Institute. Prior to this he founded the groundbreaking site My Private Brand. He is the co-founder of The Vertex Awards. He began his retail career building brands at Food Lion and Lowe’s Home Improvement. Durham has worked with retailers around the world, including Albertsons, Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro Canada. Durham has published seven definitive books on private brands, including Fifty2: The My Private Brand Project and Vanguard: Vintage Originals.