7-Eleven has kicked off a new online campaign for its $1 coffees – with a mission to reach 500,000 viewers on YouTube. (see TVC below)
The ‘No Coffee Snobs’ spot pokes fun at baristas with attitude and promotes the $1 coffee as being at the other end of the coffee experience spectrum.
A statement from 7-Eleven said: “We’ve all had run-ins with baristas with more attitude than coffee-making skills so wanted to have a look at the contrast in customer experience. 7-Eleven didn’t want to over-complicate it, or spin yarns that were a bit over the top or unbelievable, but did want to draw contrast.
“The core message is freshly ground beans in your $1 coffee at 7-Eleven.”
The spot was spearheaded by Bill Kosmopoulos, brand and communications manager at 7-Eleven Australia and CEO Warren Wilmot came up with the original idea – and is pushing to achieve 500,000 views via YouTube in the next month.