CASE STUDY 7-Eleven Heavenly Blend

7-Eleven Heavenly Blend gallery image

Coffee Blend

Morning commuters are serious about their coffee. As the world’s largest convenience retail chain, 7-Eleven is serious about commuters, and therefore, their coffee.

They are serious about the names they give their coffee, too. For a new premium coffee blend they developed, they wanted a name that spoke to its great taste and high quality in a way that actually produced an emotional response, enticing even hurried customers to give it a try.

The new smooth coffee was a medium strength blend of Columbian, Brazilian and Central American beans. The new name needed to consist of only two or three words, but had to help differentiate from existing well known blends of key competitors. Especially coffee brands found in other convenience stores, fast food restaurants, donut or bagel shops, delicatessens, and coffee houses.

Heavenly Blend, the name 7-Eleven ultimately chose from the many NameStormers proposed, fit all of the criteria. It conveyed something smooth and soothing yet unique and divine. The absolute best. What could be better than something related to the heavens? Who could resist trying a “heavenly” cup of coffee?

Perhaps inspired by the name, 7-Eleven gave away cases of Heavenly Blend coffee to churches, Temples and other houses of worship over the winter 2008 holidays.