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Current Event • Sept. 7, 2026

Would You Wait in Line for This?

A one-day giveaway turned an ordinary coffee run into long lines, traffic warnings and a lesson in scarcity marketing.

Watch the report

Video: FOX6 News Milwaukee — “7Brew Coffee's ‘Brew Doh’ Is a Viral Sensation” (5:56)

What happened?

On September 7, 7 Brew held a one-day “Jackpot Day” promotion. Customers who purchased two medium or large drinks received a free, limited-edition 7 Brew Doh while supplies lasted.

The Brew Doh was a squishy stress-relief toy designed in the style of the viral NeeDoh trend, with 7 Brew branding inside. Reporting describes it as NeeDoh-inspired, not as a confirmed partnership with NeeDoh's manufacturer.

Popular company7 Brew already had an enthusiastic customer base.
Viral product trendSquishy sensory toys were highly visible on social media.
Limited editionThe branded item could not be purchased normally.
Urgency and scarcityThe offer lasted one day and only while supplies lasted.

The results

Fort Wayne, IndianaPolice warned drivers about traffic problems created by long lines.
Clark, New JerseyPolice issued a travel warning because of “severe traffic congestion.”
Cornelia, GeorgiaLocal reporting said traffic blocked access to nearby businesses.
Across social mediaPosts showed large crowds and reported that some locations sold out.

Sources: WPTA 21Alive, News 12 New Jersey, and Now Georgia.

Marketing connection: 7 Brew gave customers a reason to purchase two drinks, visit on a specific day, arrive early and share the experience online.

Collaboration marketing

Companies combine brands, products or famous people to reach each other's audiences and make an ordinary product feel collectible.

McDonald's × Travis Scott
Crocs × Shrek
Starbucks × Stanley
Fortnite × Nike
Taco Bell × Doritos
McDonald's × Pokémon

Your response

Create your ideal collaboration. What limited-edition product, menu item or giveaway would it create? Why would people want it? Finally, name the combination that would actually make you get up early and wait in a long line—and explain why it would be worth the wait.

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