This activation involved producing a coffee “surprise and delight” event in Chicago where coffee was served by a fake high-quality coffee truck with a “reveal” to customers that the delicious coffee they are drinking is – SURPRISE – Circle K!
The goal was to get ample video content of customers sharing their delight that the coffee they are drinking is surprisingly fresh, tasty and convenient. The “reveal” will come when the customer slides off the fake branded coffee sleeve and sees that the cup has the Circle K logo on it.
Circle K had extremely low coffee awareness; they were trying to combat the negative perception of “gas station” coffee by highlighting the freshness of their coffee, as each cup is brewed from freshly ground, sustainably sourced beans.
The result was a successful live activation that drove cup growth by 15%, through communicating to coffee drinkers that Circle K coffee tastes good in a fun and tactful way.
