IRVING, Texas—7-Eleven announced an update to its Slurpee frozen drink as part of the retailer's new “Anything Flows” campaign. The beverage's latest look was inspired by insights from the brand's proprietary customer research panel, "The Brainfreeze Collective," which is made up of over 250,000 members who discuss ideas, opinions and experiences about 7-Eleven, Speedway and Stripes stores.
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. The brand has also introduced a custom capsule collection in honor of the new Slurpee, including bucket hats, Slurpee drink-shaped pool floats and “Anything Flows” tees at www.7Collection.com.
The new TV spots feature the bold new cup design and are now running across all major networks in broadcast TV, connected TV, radio, streaming audio, display, social and search platforms. The four spots range from :30, :15, and :06 seconds and will run through August 29 of this year.
"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 customers’ day."
"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," said Jarratt. "From a new logo and bolder colors on the Slurpee drink cups—available at all 13,000 of our 7-Eleven, Speedway and Stripes stores—to a fresh look and feel across 7-Eleven's digital presence, the campaign will take a 360-degree approach to meet Slurpee fans where they are."