7-Eleven Australia launches an unlikely new beauty product and campaign via CHEP Network
7-Eleven has 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 7-Eleven coffee. CHEP Network has developed a new campaign to accompany the scrub’s launch.
The campaign is aimed at convincing Australia’s young coffee aficionados that the quality of 7-Eleven’s coffee is worthy of their taste buds.
The scrub will be sold exclusively via Adore Beauty from today, Tuesday 22 March, and will be promoted by Australian actor Olympia Valance, the face of the campaign. All for the retail price of $1, the same as the iconic coffee itself.
7-Eleven’s head of marketing communications, Adam Jacka, said that the Coffee Body Scrub is a fun and innovative way to showcase the quality of freshly ground coffee that Australians enjoy every day: “We’re thrilled to be launching 2022’s most unexpected arrival in beauty, the 7-Eleven Coffee Body Scrub. We take great pride in sourcing high quality beans from across the world to provide great tasting, consistent and freshly ground coffee to customers every day.”
Says Glen Dickson, deputy CCO at CHEP Network: “The 7-Eleven Coffee Body Scrub is a simple way to get the coffee critics and doubters to reconsider their opinion of one of Australia’s best-selling coffees. It’s freshly ground from real beans. Here’s the proof.”
The 7-Eleven Coffee Scrub is produced locally in Australia, is 100% naturally derived, vegan and cruelty-free.
The limited-edition 7-Eleven Coffee Body Scrub will be available to purchase via Adore Beauty from today, March 22, strictly while stocks last.
Visit https://www.adorebeauty.com.au/7-Eleven-Collaboration.html for further information or click here to purchase.
Client: 7-Eleven Australia
Adam Jacka – Head of Marketing Communications
Eva Karakaltsas – Marketing Manager
Helen Quint – Senior Design
Lara Stephens – Brand Manager
Creative & PR Agency: CHEP Network
Media Agency: phd
Director/Photographer: Sam Wong
Coffee Scrub Manufacturer: Botany Essentials Pty Ltd
Distributor: Adore Beauty
42 Comments
This is actually pretty damn good!
I’m just here for the craft
7-Eleven really making up for those dancing tradie spots
Well done to all involved
Might actually have to say I like this.
Great way of extending the brand beyond the expected. Good work CHEP and well done for buying it sevs.
This is good.
This is very good, very nice
Well done all, this so perfect for Seven-Eleven. The craft is beautiful.
Like. Really like.
Not sure I’d want to put their coffee on my face though
Next it’ll be Slurpee dregs as a shampoo.
For Cannes
This is unreal, congrats CHEP!
Surely this is a setup for a funny punchline on the 1st of April. $1 for the product?
It’s so good we don’t use them in our coffee, we put them in a scrub instead?
I’d expect to see this as a spoof on Mad as Hell.
Ahhh kinda want to admit I like a piece of CHEP work
Here we go – stinkers coming to Cannes 2022
Stop the self-congratulations please CHEP. This is so confused and such a lot of wasted effort to create a product your average coffee drinker isn’t going to see or understand.
You’ve missed the point here – it’s not intended for ‘your average coffee drinker’. It’s aimed at getting coffee snobs and beauty babes to consider 711. Not everything is made for your average white male. You’re not the T.A and that’s okay.
Cannes.
Great thinking. If you are still at school learning to be a creative. But as mentioned, nice April 1 thought.
I actually think this is fun. It’s clearly an attempt to strategically shift the brand to a new audience (come on Astroturfing, wake up). I like it.
Let’s move on from comment toxicity.
That most people are assuming the agency came up with this idea… This has been kicked around the 7/11 office for years. Congrats on bringing it to life though CHEP.
It does look pretty good though, hey.
KFC Candle
Adore Beauty has a minimum spend of $20. If you try to buy one of these the “Checkout” button is greyed out which kind of defeats the purpose…
…So you can’t actually buy it AT 7-Eleven?
I’ve come out of retirement to endorse this!
BRAVO!
‘It’s about me day getting coffee snobs and beauty babes to consider 7/11.
‘Ha,Ha,Ha!
The naivety is terrifying.
🤣
Melbourne has a incredible startup called Frank that has been doing this for years.
Coffee scrubs have been around for years. My mum used one when we were kids.
Frank Body are great (I saw they barbed them with a slurpy scrub today) but they aren’t the creators of coffee scrubs…just the creators of a great coffee scrub brand.
Idk who the target audience is for this? Self confessed millennial, female, coffee snob here and it’s certainly not for me. I do appreciate thinking outside of the box, but I feel like there’s a missed opportunity to use recycled coffee grounds and lean on a sustainability message here.
Another example of advertising getting lost up its own ar*e in the eternal quest for meaningless awards.
It will do nothing to shift perceptions of anything. It’s pure fodder for agency networks with award benchmarks they’re getting more and more desperate to meet. I’m just continually astounded how clients fall for it.
No one is changing their $5 Almond latte for a $1 coffee from 7/11 based on this rubbish.
And quite frankly, 7/11 doesn’t need them to.
Melbourne is apparently the ‘coffee capital’ of Australia yet you’ll find the biggest line is outside 7/11 on Elizabeth Street.
Enough said.
Surely they jumped the gun.
Scent
So 7-11’s coffee is so terrible so let’s put in a body scrub so these poor fools don’t have to drink it!
This is terrible.
Probably still billed loads for this first thought.
It’s a $20 minimum order on the website. So just make sure you order 20 of them.
I really like this. (don’t work at CHE either) Only comment I’d make is it needed better PR as it’s a very interesting concept for the 24 hour news cycle and didn’t get the attention it deserved.
But as someone who has worked on 7 Eleven in the past, this does what it needs to. (7-eleven is never trying to migrate a soy latte drinker 100% to $1, they’re trying to be the second or third coffee of the day for someone who maybe can only afford 1-2 barista ones)