When 7-Eleven announced their coffee price hike from $1 to $2, they went public with ultra-pragmatic, jargon-filled comms. Tonedeaf.

We all feel the pinch of rising living costs. But one buck coffee is the Aussie equivalent of a Costco hotdog. And this moment needed a sweeter, down-to-earth message to ease customers through this breakup gently.

So while they didn't buy the idea, it's still something they should do to restore public sentiment, add some smiles, share the pain, and downright say—we're bloody sorry.