2300 - - 7-Eleven goes Brazilian

7-Eleven is tarketing younger people with a new line of Brazilian coffee. They are looking to catch 18-34-year-olds with this new coffee, rather than the older generation they had been targeting before. Their new catch line is "You could wake up with a Brazilian," certainly referring to the coffee, but..letting the young mind wander. This new promotion revolves around a new website.

The new website allows viewers to "work" to get a free cup of Brazilian coffee. It's similar to the game on Facebook where you manage a farm. One the website you enter a bar in Rio and the bartender tells you about all of the beautiful people in the bar, and to let him know as soon as you have seen one that "strikes your fancy". Once you locate a person, you can choose to say a pickup line, go straight for the kill and ask them if they would like to leave the bar with you, or you can choose another person.

As far as I can tell, you can spend as long as you like on the website, trying to get a Brazilian out the door with you. If you can wake up with a Brazilion on the website, you are awarded a free Brazilian coffee from 7-Eleven.

This is really interesting marketing and advertising. As far as getting the media involved, I don't imagine they would have a problem. Any company that creates a website where you seduce a Brazilian in order to get a free cup of coffee is something that people are going to talk about. I'm not sure it will go over extremely well with all age groups, but I think that consumers will visit the website.