Marketing

7-Eleven’s Slurpee gets a makeover

Provided

June 19, 2023

Convenience retailer 7-Eleven Inc. is refreshing the look of its iconic Slurpee as part of a marketing campaign called "Anything Flows."

The look is all about eccentric colors and vibes and was created from insights gained from a research panel called The Brainfreeze Collective that 7-Eleven created. The collective numbers over 250,000 members who offer up insight, opinions and experiences with stores and products, according to a press release.

There are two new designs for the small and large Slurpee cups as well as a new custom merchandise collection that includes pool floats and t-shirts.

Created from the idea that no matter what your flow is, Slurpee drinks have a flavor to match. The 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.

"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," Marissa Jarratt, 7-Eleven EVP and chief marketing and sustainability officer, said in the release. "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."

7-Eleven operates, franchises and/or licenses more than 13,000 stores in the U.S. and Canada.