Coffee has been part of mostly Filipinos‘ daily lives and has been enjoyed anytime, anywhere. 7-Eleven Philippines was challenged on how to give the right coffee for the Filipino people and making it affordable at a P2o price point.
7-Eleven now offers City Blends straight from a custom machine, developed exclusively for the company and made in Italy. “This is something that was tested well and will be rolled out in 565 stores, 700 by the end of the year. And we think it’s actually something that we wanted to shout from the rooftop, so to speak,” said Jose Victor Paterno, President and CEO, 7-Eleven Philippines during the launch of City Blends with brand ambassadors OTWOL‘s James Reid and Nadine Lustre.
“We don’t really do much TV advertising, our last TV campaign was two years ago. Mostly we believe in letting our stores do the talking. But this time, this is special. We developed what we believed was an accessible quality cup of coffee for the Filipino market. How to tell the people about it? How do you communicate the honest-to-goodness quality of our coffee plus preserving the mystery and excitement you feel whenever you drink that cup of coffee every morning. As in all things, we believe it’s first and foremost about choosing the right people to tell your story, and in this case our first ever endorsers. Young talents whose honest-to-goodness matter, on-screen and off, and whose on this chemistry has provided a cluster source of excitement and mystery. None other than, Nadine Lustre and James Reid, better known as JaDine,” Paterno shared on how and why they chose the popular love-team for City Blends coffee.
City Blends is available in Brewed Coffee, French Vanilla, Mochaccino, and Hershey’s Dark Chocolate flavors for only PhP 20 (small), PhP 29 (medium), and PhP 39 (large) cups.
Have something to add to this story? Share it in the comments.
Viewed 171490 times by 7016 viewers