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CIRCLE K

KAFÉ

POP-UP, DIGITAL CONTENT

// CHALLENGE

Challenge national perceptions that convenience store coffee is low in quality by increasing awareness and trial of Circle K coffee. 

// SOLUTION

The agency rebranded a local Nashville coffee shop into Kafe, an artisanal shop that secretly serves  Circle K’s coffee to see if consumers could taste the difference.

// EXECUTION

The  shop’s look and feel was an indie cafe/coffee house, complete with local artist performances. Throughout the day, as consumers enjoyed free coffee and pastries, the staff dropped a curtain revealing a Circle K sign, took off their Kafe aprons to reveal a Circle K t-shirt and removed the Kafe cup sleeve to reveal that consumers were actually drinking Circle K coffee. During the big reveal, the musician broke into an originally-composed Circle K jingle (“Surprise, Surprise”.)

// RESULTS

Reactions and interviews were captured on camera and shared on Circle K’s social media channels and on local TV and radio. 

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