Cause Marketing Feature: 7-Eleven’s Cup Runeth Over

According to 7-Eleven, before 2010 comes to a close, the company would have donated more than 10 million dollars to charity thanks to its, “7-Eleven® Coffee Cup With A Cause” campaign.

The initiative launched this month and throughout the year, the company will introduce limited-edition 20-oz coffee cups designed by entertainment and sports celebrities to be sold in 7-Eleven stores nationwide. Proceeds from cups sold will benefit the featured celebrity’s charity of choice. Cups can be filled with any 7-Eleven hot beverage including coffee, tea or hot chocolate.

Nicole Richie, Joel Madden and Benji Madden will kick off the program. Proceeds from their cup, featuring a custom-designed drawing representing their cause, will support The Richie-Madden Children’s Foundation. The stars will join 7-Eleven representatives in shortly, at a Beyond Shelter Neighborhood Resource Center in South Central Los Angeles to formally announce their partnership and cut the ribbon for the facility’s new playground for young children.

7-Eleven is providing a guaranteed $250,000 minimum donation to each charity, donations could reach as high as $300,000, depending on the number of cups sold. Consumers can drive donations through the purchase of these celebrity-designed cups.

The Coffee Cup With a Cause program was first introduced at the 2009 NOBLE AWARDS, where Joel Madden was honored for his work with The Art of Elysium. The NOBLE AWARDS is a celebration that honors charities, celebrities and the tremendous work that they do. For more information about THE NOBLE AWARDS, please visit http://thenobleawards.org/.

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