Did you know that it takes 21 days to develop a habit? The habit can be good or bad, big or small. Habits can be hard to break. We all know using a reusable coffee cup is a good habit, but many of us fail. This is why this marketing initiative by 7-11 Australia is so exciting.
The creative agency, Leo Burnett and PR business Thrive PR has created this challenge with their client 7-Eleven. The marketing pitch is this. If everyone brings in a reusable cup for coffee at any of their stores, they get it for free. That's right, no strings attached, free coffee for when you bring in a reusable cup.
Benefits of this Marketing Campaign
Why would 7-11 offer free coffee? Would this not cost a lot of money for the business? The answer is probably yes. However, the benefits for a marketing perspective, cost savings in the future and the social benefits are immeasurable. Allow me to explain in a bit more detail.
Marketing Benefits of a Reusable Cup
Word of mouth travels fast in social media. If 7-Eleven is providing free coffee, you can be assured that a lot of people are talking about the brand 7-Eleven right now (including this blog). That's a lot of marketing benefit.
Cost Savings for 7-Eleven
Without knowing the precise metrics, the disposable cup component in the cost of a cup of coffee would possibly be quite high. If 7-Eleven, changes the way people purchase coffee through the use of a reusable cup, then 7-Eleven will save on not having to buy as many disposable cups.
With more reusable cup use, then there is less landfill.
Right now, less than 1% of customers use a reusable cup in 7-Eleven shops. May this be indicative for all coffee shops? I genuinely believe the onus is on all. At least utilize the free promotional coffee cups that many of us may receive at any conference or tradeshow, for the sake of the environment.
Images first seen on website: https://mumbrella.com.au/7-eleven-offers-free-coffee-for-reusable-cup-customers-593069