7-Eleven refines convenience with CAFé launch

This Merdeka, 7-Eleven Malaysia has elevated its convenience-store experience with the launch of CAFé by 7-Eleven, anchored by the campaign “Rasa premium, harga berbaloi” ("Premium taste, worth the price"), a rallying call that promises premium taste without premium pricing.

With over 700 café-style outlets across Peninsular Malaysia, CAFé by 7-Eleven now offers a curated menu of artisanal coffee and comfort food. From signature sandwiches and onigiri to new offerings like the black pepper chicken burger, plus a robust coffee series. Coffee starts at just RM2.90, offering a sophisticated sip at an accessible price point.

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To bring the campaign to life, 7-Eleven activated a range of touchpoints throughout August. From bold LRT and bus wraps to in-store promotions, social media content, and surprise sampling events. The brand delighted commuters with free coffee giveaways at four KL LRT stations (Wangsa Maju, Masjid Jamek, Ampang Park and Bangsar), the KLIA Express arrival hall at KL Sentral. It is also set to make an appearance at the Merdeka Fest at Dataran Putrajaya on 30 and 31 August this weekend.

A launch event was also held on 26 August earlier this week at KL Sentral, featuring a highlight session with Shaun Liew, two-time Malaysia Brewer’s Cup champion and co-founder of ONO Specialty Coffee & Matcha, a café recognized among the World’s Top 100 Coffee Shops. After a blind taste test, Liew selected CAFé by 7-Eleven's blend. A smooth, well-balanced cup combining Brazil Cerrado's nutty, malty notes with Fairtrade Sumatra Mandheling’s chocolate tones and gentle plum acidity.

The launch invited around 80 content creators and 15 media outlets from lifestyle, F&B, and mainstream media, all to amplify awareness of the “Rasa premium, harga berbaloi” platform and spotlight the new 7Meals and 7Savers combos, as well as the ongoing free iced latte promotion which runs till the end of September.

Attendees explored interactive booths, tasted coffee, soft-serve, and the new 7Meal set, and immersed themselves in the campaign’s spirit. A key highlight was Malaysian singer-songwriter Mimifly, selected for her wide appeal among younger audiences and vibrant authenticity. On 26 August, she headlined an engaging KOL event and performed four jingle videos created for the campaign, to energise the Merdeka celebration.

Mimifly also teamed up with 7-Eleven to create a new jingle for the campaign. Released just two days ago, the track features her surprise at discovering the RM2.90 coffee, bursting into song inside a neon-lit 7-Eleven store. With its catchy Malay rap hook, “Pasti padu, pasti puas hati, harga di CAFé by 7-Eleven” (“It’s solid, you’ll be satisfied, with the prices at CAFé by 7-Eleven”), and a memorable chorus, the tune is set to grab attention in stores nationwide.

As the ambassador of the campaign, 7-Eleven told A+M that Mimifly has been tapped to produce four upbeat jingle videos for CAFé by 7-Eleven.

“We believe convenience can be redefined. CAFé by 7-Eleven brings fresh, delicious food into everyday life without compromising value,” said Wong Wai Keong, Co-CEO of 7-Eleven Malaysia. “This Merdeka, we’re proud to bring something truly for the people.”

7-Eleven Malaysia’s launch of CAFé and its Merdeka campaign underscores a bigger ambition: to seamlessly blend premium-quality experiences with affordability. Be it through curated coffee blends, thoughtfully priced meal deals, or inclusive activations.

This Merdeka season, other beverage brands have also rolled out their seasonal campaigns. Coolblog is giving away 10,000 free full-size iced teh tarik (hand-pulled tea) drinks to customers who shout “I Love Malaysia” at selected outlets nationwide on 31 August. The homegrown dessert and beverage brand said the initiative is aimed at spreading joy and patriotism while commemorating Malaysia’s 68th Merdeka and Coolblog’s 20th anniversary.

Meanwhile, 7-Eleven is not the only one dropping new jingles. Spritzer Sparkling has added a sparkling boost to the nation’s celebrations with its high-energy campaign, titled “Kasi sparkling, baru kick!” ("Use sparkling, for a kick"). Central to the campaign is a colourful, feel-good video featuring a local colloquial icon, “Aneh”, a friendly mamak (Tamil Muslim restaurant) waiter, bringing the urban rhythm of mamak culture to life in rap.

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