7-Eleven has a new look for its Slurpee frozen dispensed beverage, full of eccentric colors and eclectic vibes inspired by insights from the brand’s proprietary customer research panel, The Brainfreeze Collective.
The Brainfreeze Collective includes more than 250,000 members who discuss ideas, opinions and experiences about 7-Eleven, Speedway and Stripes stores.
The revamped look for Slurpee is part of the convenience-store chain’s “Anything Flows” campaign.
“Created from the idea that no matter what your flow is, Slurpee drinks have a flavor to match, the new Anything Flows campaign features a refreshed look and feel and omnichannel campaign, including new TV spots, social and paid media campaigns, and two new designs for the small and large stay cold Slurpee drink cups,” Irving, Texas-based 7-Eleven said.
There also is an array of merchandise including drink-shaped pool floats, beach towels, keychains, caps, socks and T-shirts at 7Collection.com.
“For nearly 60 years, Slurpee has been a timeless icon, bringing our communities together to help create moments of joy through the weird and wonderful experience that is the Slurpee drink,” said Marissa Jarratt, 7-Eleven executive vice president and chief marketing and sustainability officer. “Now, as we usher in the new generation of Slurpee, we celebrate this iconic brand’s evolution and its continuous ability to add a little more awesome to our customer’s day.”
The supporting Anything Flows TV spots each begin with the Slurpee drink dollop and are brought to life through a cast of characters sipping flavors such as Cherry, Blue Raspberry and Pina Colada.
“While no color, logo or design can change the nostalgic feel you get from enjoying your Slurpee drink, rebrands have been an important aspect of the brand’s history. We want to always remain timeless, yet nostalgic for our customer,” Jarratt said.
7-Eleven Inc. operates, franchises or licenses more than 83,000 convenience stores in 19 countries and regions, including more than 13,000 7-Eleven convenience stores in the United States and Canada. In addition, it operates and franchises Speedway, Stripes, Laredo Taco Company and Raise the Roost Chicken and Biscuits locations.
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