7-Eleven Dark Cafe
Fancy free coffee served with a side of mystery? Welcome to the Dark Café!
7-Eleven was set to launch a new coffee blend with a major marketing campaign in July of 2023. We needed to convince on-the-go coffee drinkers who wouldn't normally purchase from a convenience store - that 7-Eleven was worth trying.
To celebrate the launch and support the campaign, we put it to the ultimate taste test in Australia's coffee capital. Enter the Dark Cafe - an advocacy campaign that put the new blend to a taste test in the form of a pop-up café, inviting unexpected passers-by to a free cup of coffee.
Customers would be in the dark when it comes to the brand behind the cup. The pop-up cafe ran for 3 days in Melbourne, with 8 hand-picked advocates in attendance to create buzz and authentic endorsement for the brand and the new blend.
The cafe sat on the iconic Chapel St, but subtle hints were peppered throughout the space for those with attention to detail. Once they’ve enjoyed FREE COFFEE and something sweet, the brand behind the new blend will be revealed to customers in a moment of surprise and delight.
