ATLANTA -- Following a survey of its customers, RaceTrac Petroleum Inc. has rebranded its Numb Skull frozen carbonated beverage (FCB) offering.
In November 2014, the gas-station and convenience-store chain considered a rebranding effort and decided to survey its most loyal customers, its "RaceTrac Insiders," to capture their feedback. The survey asked them for their thoughts about the beverage's current logo and presented them with four new logo options to consider.
More than 4,200 Insiders participated in the survey, the company said, and their insights led to a RaceTrac FCB image refresh for the first time in five years.
According to the survey, 82% of RaceTrac Insiders surveyed indicated they wanted to see a new logo for Numb Skull. Of those that desired a change, the majority selected "logo 3" as their favorite of the five options.
After reviewing survey results, RaceTrac's beverage and marketing teams came together to revamp the FCB offering to reflect the opinions of RaceTrac Insiders.
The updated Numb Skull branding will debut in April 2015 in more than 380 RaceTrac stores.
Atlanta-based RaceTrac operates more than 365 RaceTrac and licenses more than 300 Raceway gas stations and convenience stores in several states.
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