7Eleven x Green Day's Punk Bunny
7-Eleven wanted to transform the perception of their coffee from a quick, cheap cup of joe to something bigger, louder, and more fun. And while we were at it, drove sales across 13,000 of their stores nationwide. We had a mission to re-introduce 7-Eleven’s coffee to the world to celebrate 60 years of caffeinating their on-the-go customers, and the perfect target was Gen Z. They’re massive coffee lovers: 42% drink it daily, and 47% drink it a few times a week. But regular coffee doesn’t quite cut it with them: they’ve rejected the muted, austere third-wave coffee sensibilities for brands that are colorful, light-hearted, and stand for something bigger than themselves. Kind of like the most timeless punk bands.
Enter Green Day: punk legends for over 30 years who happen to be coffee fiends as the owners of the Punk Bunny Coffee brand. We partnered with them for a limited time offer (LTO), selling the Punk Bunny Anniversary Blend exclusively in stores, but stopping there wouldn’t be very punk rock of us. We went on tour with them, and each stop drew crowds stoked by a blitz of social media promotion. Starting in NYC, we hooked up fans hardcore enough to get a 7-Eleven x Punk Bunny tattoo with 711 days of free coffee. In Detroit and Dallas, we handed out coffee samples and auctioned off signed collab merch to the raucous excitement of the fans. Lastly, we went back to their hometown of Pinole, CA. The final stop of our tour, we paired it with the memorializing of the 7-Eleven location the band used to hang out at with a key to the city, mural, and plaque welcoming the band home.
The earned portion of the campaign garnered 2.39 billion impressions, a 43% increase over last year's marketing efforts. On the retail front, store visits involving a coffee purchase were 1.5 times higher during the promotion, with 56% of these visits coming from new and non-loyalty members. Additionally, 10% of all sales on 7-Eleven's brand merchandise store during the campaign were from co-branded items.