Dive Brief:
- 7-Eleven has debuted a new series of advertising spots based around the company’s coffee program, according to a Monday press release.
- The three 30-second advertisements show customers in different scenarios — from the morning commute to an evening snow storm — picking up coffee products from a 7-Eleven.
- The ads will air in more than 90 markets across the U.S., a 7-Eleven spokesperson said in an email, and showcase the variety of coffee types and add-ins the chain offers, as well as highlight Generation Z’s relationship to the drinks.
Dive Insight:
The ad spots — titled “Mighty Mite,” “Commute” and “Storm” — aim to reflect 7-Eleven’s diverse customer base, Marissa Jarratt, executive vice president and chief marketing officer, said in the announcement.
“We were intentional to ensure that our casting authentically included members of these cultures — real fans, real car enthusiasts, real coffee lovers,” Jarratt said.
Two of the ads are already live, with Storm expected to release on April 12.
This latest round of ads, directed by award-winning filmmaker Christine Yuan, is the second set in 7-Eleven’s “Take it to Eleven” advertising campaign, according to a spokesperson. The first TV spots launched with the campaign in April 2021.
The ads coincide with a promotion running through the end of the year that gives customers a free drink after they buy six Big Gulps, Slurpees or coffee.
Gen Z enjoys c-store visits more than other generations, according to a fall 2022 survey from CPG research firm NCSolutions. About 92% of the Gen Z people surveyed said they enjoyed the experience of shopping at a c-store, while 53% said they’re likely to pick up an item promoted by a retailer’s social media. That shift makes targeting Gen Z a natural progression for companies.
Irving, Texas-based 7-Eleven’s to-go coffee program, which has been serving customers since 1964, uses Arabica beans from areas like Costa Rica and Columbia. The company has over 13,000 owned, franchised or licensed locations in the U.S. and Canada.
