6 Ways 7-Eleven Is Promoting Its Drinks, Snacks

IRVING, Texas -- Building up to a Shark Week “feeding frenzy,” as well as indulging in a bit of social-media fun, 7-Eleven Inc. has rolled out two related beverage and snack promotions.

The convenience-store chain recently launched several shark-themed products in anticipation of the annual TV programming event.

Shark swag includes Slurpee shark straws, 28-ounce shark bite cups, 32-ounce fishbowl cups and shark-themed coffee cups, along with Blue Raspberry-flavored Slurpees, 7-Select Blue Gummi Sharks and shark-themed Slurpee doughnuts.

“We were looking for a fun way to kick off summer, to showcase our food and beverage variety and continue our Slurpee Fiftee celebration. Like the Slurpee drink, Shark Week is a highly social event, with friends getting together to watch and share their favorite content on social media,” said Laura Gordon, 7-Eleven vice president of marketing and brand innovation. “We are creating a feeding frenzy among Shark Week fans with unique shark products they can only find at 7-Eleven, and great food and beverage offers that will satisfy their snack attack.”

Shark Week airs June 26 through July 3 on the Discovery Channel.

Exclusive, molded Slurpee and Big Gulp cups appear to have a 3-D jagged bite taken out of the side. The refillable cups come in red for Big Gulp fountain drinks and clear for Slurpee frozen beverages. Suggested retail price is $4.99 and includes the first fill free. A nonrefillable, Stay Hot shark cup--without bite--is also available for hot beverages.

Slurpee fans can purchase a Blue Raspberry Slurpee drink in the 32-ounce fishbowl-shaped cup. Throw in some 7-Select Blue Gummi Sharks to swim around the ice cold sea of blue. Suggested retail price of the fishbowl cup is $3.99, and the Gummi Sharks are $1.29.

Fans can have fun with one of four limited-edition shark-mouth Slurpee straws. Available at participating stores while supplies last, the straws are $1.49 each.

“And to make a real shark statement, [fans] can take and post Slurpee selfies sporting their favorite shark straw in front of special shark-themed displays at participating stores,” Gordon said.

7-Eleven is also offering a Blue Raspberry Slurpee doughnut. The fruit-flavored cake doughnut is topped with blue icing and sugar crystals. Suggested retail price for the new Slurpee snack is 99 cents.

In March, to help celebrate the 50th anniversary of the Slurpee, 7-Eleven debuted its first Slurpee doughnut, a Wild Cherry Slurpee-flavored treat.

The retailer has been announcing deals on the 7-Eleven mobile app each Wednesday during the eight-week promotion.

And 7-Eleven will run TV spots on the Discovery Channel during Shark Week, as well as sponsor “Shark After Dark,” a late-night talk show hosted by director and actor Eli Roth. The half-hour show highlights the night’s programming and teases the next day’s lineup with shark experts, fans and celebrity guests.

“We are thrilled to be collaborating with 7-Eleven on Discovery’s longest-running franchise, Shark Week,” said Lauren Gastwirth, vice president of client and brand partnerships and ad sales for Discovery Communications. “With such a loyal audience and large fan base, Shark Week is TV’s must-see summer event, and we are excited to help drive brand awareness for 7-Eleven and bring our passionate fans from across the country into their stores.”

Meanwhile, crossing over with the shark promotion, 7-Eleven also recently launched a social media campaign to encourage fans to share their favorite snack, food and drink choices, mashups and shortcuts.

Tips and tricks to help make life better or more interesting have come to be known as life “hacks.” The convenience-store chain’s #HacksOnSnacks campaign includes videos on Facebook and Instagram that show fans how to make fun creations with 7-Eleven beverages and snacks.

Examples including adding candy such as SweeTarts or 7-Eleven Shark Gummies to Slurpees or making football-shaped brownies.

Customers can get Hacks on Snacks freebies by scanning their 7Rewards bar code when purchasing select products shown in the app. The digital coupons for free-with-purchase Slurpee and Big Gulp drinks, chips, candy and more offer several combinations.

Irving, Texas-based 7-Eleven operates, franchises and licenses more than 10,700 convenience stores in the United States and Canada. Globally, nearly 60,000 7-Eleven c-stores operate in 17 countries.