- 7-Eleven has given a latest look to the brand and cup design of its Slurpee frozen drink as a part of a wider “Anything Flows” campaign and brand refresh, in line with a press release.
- The campaign includes 4 TV spots, at six-, 15- and 30-second lengths, that every deal with a Slurpee flavor and have a various solid of people that embrace self-expression. The campaign will run across broadcast TV, connected TV, radio, streaming audio, display, social and search, with spots running through Aug. 29.
- In addition, 7-Eleven will sell a Slurpee-inspired custom capsule collection via its 7Collection e-commerce shop. The rebrand taps into nostalgia for the long-lasting beverage and was informed by the retail chain’s proprietary customer research panel, dubbed The Brainfreeze Collective.
7-Eleven is the brand to refresh its feel and appear for a latest generation of consumers with its Slurpee-focused “Anything Goes” campaign. The “eccentric colours and eclectic vibes” of the brand new Slurpee logo and cups were inspired by insights from The Brainfreeze Collective, a 250,000-strong customer research panel. The effort looks to tap into nostalgia for the brand and beverage while looking towards the long run.
“While no color, logo or design can change the nostalgic feel you get from having fun with your Slurpee drink, rebrands have been a crucial aspect of the brand’s history. We need to all the time remain timeless, yet nostalgic for our customer,” said Marissa Jarratt, 7-Eleven’s executive vice chairman and chief marketing and sustainability officer, within the press release.
Along with the brand new logo and cup design, the campaign features 4 TV spots directed by Adrian De Sa Garces, each focused on a Slurpee flavor. The ads feature characters who move through the world with their very own vibe, including a cool and picked up Blue Raspberry drinker, a squad of elderly Cherry drinkers, a beach-ready Piña Colada drinker and a blue-haired, rainbow-favoring woman who prefers a mixed-up Slurpee.
Beyond traditional and digital channels, 7-Eleven is marking the occasion with a latest capsule collection on its 7Collection e-commerce site that features bucket hats, Slurpee-shaped pool floats, t-shirts and more. The retailer launched the merchandise shop last yr to “develop into greater than only a convenience store,” Jarratt said on the time. Splashy cultural plays have been central to Jarratt’s strategy as CMO, including a 2021 campaign directed by Harmony Korine.
In 2023, quite a few marketers, from Kraft to Keds, have refreshed their brands in quite a lot of ways and for quite a lot of purposes, often to higher connect with younger, more diverse consumers. Pepsi embraced maximalism for its first visual overhaul in 14 years to match the liveliness of its offering, while Coca-Cola’s Minute Maid unified it portfolio with warm colours and a soft typeface. Meanwhile, AB InBev has refreshed a handful of its portfolio brands, including Stella Artois, Kona Big Wave and Cutwater canned cocktails.
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