Slurpee Turns 'Fiftee'

7-Eleven celebrates with two bring-your-own-container days, collectible cup

7-Eleven Slurpee 50 Fiftee

IRVING, Texas -- 7-Eleven Inc. rolled out the second annual Bring Your Own Cup (#BYOCupDay) promotion March 18, adding a second day, March 19. Customers can bring in "just about anything remotely resembling a cup" to participating 7-Eleven stores and fill it with any Slurpee flavor.

The convenience-store retailer's iconic Slurpee frozen dispensed drink is turning 50 this year. Officially, the company is calling the anniversary "Slurpee 50," but is spelling it "Slurpee Fiftee."

Between 11 a.m. and 7 p.m. on those days, Slurpee lovers can fill their chosen "cup" at participating stores for $1.50, the average cost of a medium Slurpee drink and a great deal for customers with extra-extra-large containers. Each person can only bring in one cup-like container, which must fit upright through an in-store display with a 10-inch diameter hole. Cups cannot be more than nine inches wide and 11 inches tall and must be leak-proof, safe and sanitary. That means no trashcans or trash bags, kiddy pools or kitchen sinks.

"We know one of the things people love about Slurpee drinks is that they can make them their own," said Laura Gordon, 7-Eleven vice president of marketing and brand innovation. "On BYOCup Day, Slurpee fans can customize their experience even more with the cup of their choice."

7-Eleven is also selling collectible 64-ounce mason jar-style cups sporting the Slurpee 50 celebration logo. Available at participating stores, the price of the refillable cup is $4.99, and the first fill is free. Exclusive Slurpee flavors include Airheads Xtremes Rainbow Berry and Diet Coke FROST with a Splash of Cherry.

"Last year's BYOCup Day was a huge hit, and because this year is the big Slurpee Fiftee celebration, we added a second day so more people can get in on the fun," Gordon said. "We saw just how creative Slurpee fans can get during the first BYOCup Day. They filled drums, kettles, fishbowls, helmets and teapots. I can't wait to see what they bring this year."

Part of the fun is capturing the Slurpee experience with photos and sharing it on social media. To encourage social media participation, 7-Eleven is using the hashtag #BYOCupDay so Slurpee fans can share their crazy cups on Twitter, Facebook, Instagram and Snapchat. A Snapchat account under the username REALLYSLURPEE is active, and users can add a splash of color to their snaps with a special BYOCup Day geo-filter, available only at 7-Eleven stores March 18 and 19.

After a successful trial of ICEE machines in 100 stores,7-Eleven in 1965 made a licensing deal with The ICEE Co. to sell the product under certain conditions, according to Wikipedia. Two of these were that 7-Eleven must use a different name for the product, and that the company was only allowed to sell the product in 7-Eleven locations in the US, a non-compete clause ensuring the two drinks never went head to head for distribution rights. 7-Eleven then sold the product that in 1966 became known as the "Slurpee" (for the sound made when drinking them). The term was coined by Bob Stanford, a 7-Eleven agency director.

For the Slurpee Fiftee celebration, 7-Eleven launched the new Slurpee.com to share the fun of Slurpee and excitement happening all year long.

Besides the United States, 7-Eleven stores in Australia, Canada, the Philippines and Malaysia have held BYOCup Days.

Slurpee drinks purchased during BYOCup Day will count as a punch on 7Rewards, a loyalty platform that rewards customers with a free beverage for every six cups purchased through the 7-Eleven mobile app.

Irving, Texas-based 7‑Eleven operates, franchises and licenses more than 10,700 7‑Eleven convenience stores in North America. Globally, approximately 58,900 7‑Eleven stores serve customers in 17 countries.