CUP WITH A CAUSE by Tracylocke for 7-eleven

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CUP WITH A CAUSE

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Industry Retail, Distribution & Rental companies, Supermarkets
Media Promo & PR
Market United States
Agency Tracylocke
Associate Creative Director Craig Bradley
Creative Director Ryan Blum
Art Director Tyler Kitchens
Account Supervisor Michael Reichert, Esther Drew, Megan Brown
Released October 2009

Credits & Description

Category: Retail and E-Commerce, including Restaurants
Advertiser: 7-ELEVEN
Product/Service: CONVENIENCE STORE
Agency: TRACYLOCKE
Date of First Appearance: Nov 11 2009 12:00AM
Entrant Company: TRACYLOCKE, Dallas, USA
Entry URL: http://www.7ecwac.org/
Chief Operating Officer: Sandi Means (Freshworks/TracyLocke)
Chief Creative Officer: Regan Holley (Freshworks/TracyLocke)
Group Creative Director: Kyle Jones (Freshworks/TracyLocke)
Group Account Director: Sterling Hayman (Freshworks/TracyLocke)
Art Director: Tyler Kitchens (Freshworks/TracyLocke)
Associate Creative Director: Craig Bradley (Freshworks/TracyLocke)
Writer: Alex Harvey (Freshworks/TracyLocke)
Creative Director: Ryan Blum (Freshworks/TracyLocke)
Account Executive: Holland Hughey (Freshworks/TracyLocke)
Account Supervisor: Michael Reichert (Freshworks/TracyLocke)
Account Executive: Stephanie Shaw (Freshworks/TracyLocke)
Account Supervisor: Esther Drew (Freshworks/TracyLocke)
Account Supervisor: Megan Brown (Freshworks/TracyLocke)
Account Executive: Amy Robinson (Freshworks/TracyLocke)
Animator: Brad Graeber (Powerhouse Animation)
Media placement: Packaging - In Store - 11 November 2009

Describe the objective of the promotion.
7-Eleven’s core customer has been aging over the past 20 years and the brand is continually looking for new ways to target younger customers and introduce them to 7-Eleven’s many proprietary products and services. TracyLocke created Cup with a Cause to increase awareness and relevance of 7-Eleven coffee to a 20-something crowd. The program was developed to bring new customers into the stores and create buzz around a product that lacked “new news” or any significant differentiation among its key competitors – most of whom outspend 7-Eleven by twenty-fold.

Describe how the promotion developed from concept to implementation
The agency decided to use the coffee cup as a canvas to feature celebrity artwork for charitable causes. Cup with a Cause asked celebrities to create artwork for 7-Eleven coffee cups for free in return for a $250,000 donation to their favorite charity. Cup with a Cause sponsored the 2009 Noble Awards, a Hollywood event that celebrates celebrity contributions to charitable causes. Nicole Richie and Good Charlotte designed the first cup for The Richie-Madden Foundation. Jennifer Hudson also participated, selecting the Girls and Boys Club as the beneficiary. Skateboarder Rob Dyrdek, WWE wrestler John Cena and rapper Snoop Dogg have all created cups for the monthly program.

Describe the success of the promotion with both client and consumer including some quantifiable results
In February 2010, the first month of the program, the $250,000 contribution translated into $25 million in PR value. The second cup, featuring artwork by Jennifer Hudson, made national news. Cup with a Cause has been featured in People, Us Weekly, Entertainment Weekly and many other entertainment-related publications. On average, 7-Eleven is selling approximately 35,000 Cup with a Cause cups every day, bringing in new customers. And 7-Eleven is contributing to the creation of parks for kids, supporting school programs for the underprivileged, helping to answer the wishes of the terminally ill and assisting other programs that make people say, "Oh Thank Heaven."

Explain why the method of promotion was most relevant to the product or service
Research had shown the purchase intent of the product by our desired demographic could increase with either a cause affiliation or a celebrity endorsement. Through Cup with a Cause, we combined both strategies to create a new experience for the customer, using existing product packaging real estate. Additionally, each cup design and charitable association could increase frequency of purchase through regular program updates – ever evolving both the badge value and customer relevance.