Ok, I’ll admit. I’m biased. When I first read about 7-Eleven’s “Cup with a Cause” program as a part of a 6-week promotional campaign, I thought, “puh-LEASE”. The popular convenience store partnered up with ConAgra (no comment) to sponsor World Wrestling Entertainment’s “SummerSlam” event (whatever that is). I was fully prepared to write it off as fluff since the cause component was so overshadowed by branded cups, straws and packaging; limited edition Slurpee flavors; TV spots; branded in-store displays and a big interactive digital component.
A Respectable Cause Campaign
But I’ve gotta tell you, after a little due diligence, it turns out I’ve got some respect for 7-Eleven’s cause marketing initiative. The campaign is part of 7-Eleven’s larger cause marketing campaign called “Cup with a Cause” with a goal of donating $2 million in 2010 to non-profit organizations by partnering with different celebrities to design a limited edition coffee cup. Twenty cents from each cup sold goes to benefit the celebrity’s cause of choice with 7-Eleven guaranteeing a minimum of $250,000 in donations per cause.
So, yes, the cause component is but a small part of a whopper of a promotion but it’s there and, surprisingly NOT buried on their website, where the “Cup with a Cause” is the second of rotating images prominently displayed on their home page. It’s also the first custom tab on their Facebook page and they have a very simple but unique and interactive Cup with a Cause website (I’ll overlook the fact that it’s done in Flash for now).
Cause Is the Constant
One of the admirable qualities of this campaign is that it seems to have an underlying consumer education component. As celebrities are rotated, the causes change but they’re always there. The cause is the constant. The benefit of this approach is that 7-Eleven customers won’t all be drawn to the same celebrity. But when a celebrity catches their attention, the cause is also showcased through the celebrity’s “original art” design. While rotating causes may not always be advisable, in this instance it’s strategically sound.
The Cynic in Me
Granted, the “Cup with a Cause” page got a third as many Facebook “Likes” as the WWE Superstars page and half as many as the WWE branded Slurpee cups, but it’s a step, right?
And, no, the fact that the coffee beverage market is a multi-billion dollar industry with some fierce competitors is not wasted on me. Could this be 7-Eleven’s ploy to get a piece of that pie? Quite possibly.
At the end of the day, I give it a thumbs-up. How about you? What do you like about this campaign? Any red flags?
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I like it too! Solid cause marketing is about a mutually beneficial arrangement where both the company and the cause receive increased visibility and financial benefits. This is a smart move on 7-Eleven’s part to try to tap into the coffee market while doing some good in the community. It’s well thought out and above all else, is a visible, well supported and integrated part of their brand that has legs. Bravo!
I have to agree with you, Renee! And who’s to say that adding a cause component to their coffee won’t earn them a piece of that billion-dollar pie? Guess I can’t fault them for the effort and I do see some solid strategy there. Doesn’t personally make ME want to shop at 7-Eleven, but I don’t think I’m the target audience, per se. Thanks for your comment!
There is much to like about this, especially compared to some initiatives that are out there. I like that it is somewhat choice-driven and showcases the power of microdonations. I also like that it has a hybrid business/philanthropic goal, which makes it more likely to continue to be meaningfully funded. When I look at cause marketing programs (through my admittedly biased lens) I tend to seek more empowered engagement. The 7-Eleven program could be that much more powerful if it enabled consumers to participate beyond just buying a cup. I’d like to see the ability to donate directly to the causes, with 7 Eleven or even the celebrities using some of their budget to match donations. This could drive more user traffic to their web properties, increase actual engagement, and increase impact to the chosen charities (and completely coincidentally, could be powered by a company like ours
I’m right with you on empowered engagement, Bryan. I’m also a huge fan of matching donations and I think we’re going to see more and more of it as cause marketing continues to evolve.
I’m not clear on 7-Eleven’s history of cause marketing, however, so not sure if this is their first attempt at tying cause-related marketing into their promotional mix. If it is, I think it’s a solid first attempt and, at the end of the day, they do need to gauge (as you astutely pointed out) whether there’s a business benefit behind it and consumer interest from their demographic.
Appreciate your thoughtful comment!