Yesterday, 7-Eleven announced its grand leap into the beauty and fashion industry by releasing a coffee body scrub based on its invigorating and iconic $1 coffee. Unsurprisingly, not everyone was impressed.
Not long after the announcement, Aussie coffee body scrub specialists, Frank Body, took to the socials to post a cheeky retort of their own, announcing their new range of “Frurpee” body scrubs.
As you can see, the obviously tongue-in-cheek product is a sugar, artificial colouring, and corn syrup-stuffed body scrub being used by an individual who – according to B&T’s expertise – is probably not the modelling type.
— frank body (@frank_bod) March 22, 2022
“The Frurpee Scrub, only $1 a litre,” the caption cheekily reads. “Scrubbing and slurping go hand in hand, don’t you think @7elevenaus?”
The cojones of a local beauty product startup to publicly poke fun at and call out an international convenience store brand. “Impressive, very nice,” as lauded American businessman, Patrick Bateman once said.
“We were getting mentioned in social posts and press stories when news broke about 7-Eleven’s new product, and as marketers, we felt compelled to respond and create a funny, engaging discussion on social,” Frank Body founder and CMO, Jess Hatzis told B&T.
“We know who we are so strongly as a brand and thanks to the foundations set by the masterminds behind our brand at Willow & Blake, the way we would respond was clear: quickly, cleverly, good natured and tongue in cheek. Our internal creative team led the response and had a lot of fun doing it.
“Special props to Jimmy who ditched his clothes to be our model.”
Hatzis also said the brand had no hard feelings about 7-eleven branching out into the coffee body scrub market.
“We’ve never been concerned by competitors, we’re proud to be the best and original coffee scrub on the market and we maintain a “rising tide lifts all boats” mentality in everything we do,” she added.
In fun, 7-Eleven responded to the post last night with some cheekiness of their own, posting a gif to socials of The Black Eyed Peas’ Fergie confidently strutting her stuff during a talk show entrance.
“Don’t stress @frank_bod, we won’t branch out any further…yet,” 7-Eleven’s caption reads.
Here at B&T, we don’t condone, nor advocate for brand-on-brand violence, and we hope there can be peace in adland once again.