7-Eleven® Introduces Iced Coffee

FOR IMMEDIATE RELEASE
(Free-Press-Release.com) June 11, 2009 -- Looking Good in Any Cup Size


(June 2, 2009) – 7-Eleven, Inc. introduces its version of iced coffee with a cheeky new marketing campaign that references cup sizes, cheap dates and love at first sight.

Available in French Vanilla and Mocha flavors, the new iced beverage met with such enthusiasm in pilot programs earlier this year that the company believed there would be great demand for the product.

New refrigerated beverage dispensers deliver the latest state-of-the-art technology for ice coffee enthusiasts at 4,500 U.S. 7-Eleven stores. The new iced coffee machines are located either near the Slurpee® and Big Gulp® self-serve cold-drink machines or on the hot-beverage bar. Unlike frozen coffee drinks, 7-Eleven customers dispense the coffee drink over ice in new clear cups.

A month-long ad campaign in June features promotional radio spots and outdoor, metro rail and bus transit advertising in select markets, online viral marketing including a new 7-Eleven iced coffee website and coupon emails, store signage and point-of-purchase displays.

To encourage trial, prices for the new 7-Eleven® drink will be discounted in select markets during the month of June. Two sizes are currently offered: medium (16 ounces) and large (24 ounces), with the exception of Long Island, NY, area stores, where corresponding sizes are 20 and 28 ounces.

The multi-media campaign was designed to appeal to habitual iced coffee consumers. According to trend data from NPD Group’s Consumer Reports on Eating Share Trends (CREST), young adults between the ages 18 and 34 make up 39 percent of the iced beverage’s consumption.

In the radio spot, a tongue-in-cheek conversation occurs between a man and woman’s voice portraying the iced coffee product that includes lines like “You’re more than just a pretty cup,” “I’ve never been this cheap before” and “You have expensive taste.” Taglines on printed materials and online ads continue the theme with “I look good in any cup size,” “Come and get me” and “Trust me, I’m a handful.” The campaign was created by FreshWorks, a consortium of Omnicom companies serving at 7-Eleven’s advertising and marketing agency.

Iced coffee is hot and getting hotter, showing year-over-year double-digit increases. Servings of iced and frozen coffee drinks have shown a 20 percent increase during the first months of 2009 over the same time period last year, according to data from the CREST report.

To quench their thirst, consumers continue to turn to non-carbonated beverages – juices, and bottled water, sports, tea and coffee drinks – in greater numbers. The 7-Eleven beverage team plans to capture some of those non-carb drinkers with this self-serve iced-coffee drink.

More info at www.7-eleven.com

7-eleven     Chicagoland     Iced Coffee     June promotion