CAFÉ by 7-Eleven | Rasa Premium, Harga Berbaloi

9. Entertainment Kancils [9.15 Influencer & Co-creation]

Links:

Product/Service:

Convenience Store Brand

Client:

7-Eleven Malaysia

Brief:

7-Eleven Malaysia wants to strengthen 7CAFÉ’s brand positioning in a market dominated by premium coffee chains. While awareness is growing, consumers still perceive convenience-store coffee as low-tier. We need to shift this perception to make Malaysians see 7CAFÉ as “premium in taste, yet affordable in price.” The campaign should resonate with younger Malaysians, especially those who value local pride and cultural relevance. We’re not looking for another typical festive film. Instead, find a creative platform that turns our value proposition into culture, something catchy, proudly Malaysian, and shareable. Ultimately, the campaign should: 1. Increase coffee trials and in-store footfall. 2. Build pride and talkability around 7CAFÉ’s quality and value. 3. Make “Rasa Premium, Harga Berbaloi” a statement Malaysians can sing, share, and believe.

Solution:

We turned 7CAFÉ’s value proposition into culture by transforming marketing’s 4Ps, Price, People, Place, Promotion — into a song. Partnering with Mimifly, we created the anthem “Rasa Premium, Harga Berbaloi”, blending pop, R&B, and local slang into a proudly Malaysian earworm that invited people to “Datang lah, Cuba lah.” Instead of a typical Merdeka film, we launched four content waves, a hero MV, live performance, commuter activations, and behind-the-scenes films — turning trains, buses, and 7-Eleven stores into mini-concerts. Barista champion Shaun Liew validated the blend live, while QR codes turned commutes into coffee tastings. The campaign united brand, artist, and audience, redefining convenience coffee as a premium experience made for Malaysians, one cup and one beat at a time.

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