Summer campaign for 7-Eleven
“Damn, you’re hot”
In the lead-up to and during summer 2025, 7-Eleven wanted to increase awareness of its new Iced Latte, a must-buy on the go.
The goal was to increase awareness and make Iced Latte a natural part of Danes’ summer—both in their minds and in their hands. We therefore worked from the insight that the decision to buy something at 7-Eleven typically happens when you are just a few metres from the store. This gave us a clear point of reference for where and how to reach consumers.
The solution
The approach was to link summer’s high spirits with a humorous and sensuous story about an ice-cold Iced Latte. Drawing on the double meaning of “hot”, we created a campaign that played on both the senses and smiles.
Execution consisted of several tactical elements close to the point of purchase:
- DOOH near stores
- Storefront wrapping directly on the stores
- Social media
- Audio ads
The campaign had two creative tracks:
- "You can almost taste it" – a sensuous track that, through sound, images and video, triggers the craving for an Iced Latte.
- "Damn, you’re hot" – a more playful and cheeky universe that taps into summer vibes and confidence.
We developed stills featuring an Iced Latte as the focal point with various taglines, and a video—created with the help of AI—that visually and audibly seduced the viewer with the feeling of ice-cold droplets and ice cubes falling, topped off with a tagline that anchored the “hot” theme.
The campaign unfolded across digital out-of-home (DOOH) and social media, reaching consumers close to both the store and the moment of need. A highlight was DOOH at Copenhagen Airport, where people at the baggage claim were met by the Iced Latte campaign with the text: “Hot people drink Iced Latte in Copenhagen. You’re hot … and in Copenhagen”.
Results
“We have seen an uplift in sales of our Iced Latte, and at the same time we have succeeded in creating a campaign that has both put a smile on people’s faces and stood out in the cityscape. It has been important for us to tap into the summer vibe with a humorous twist that speaks both to the senses and to the more playful tone,”
Stephanie Blonk Barfod, Brand Manager at 7-Eleven.
DELIVERABLES
