Slurpee, 7-Eleven Inc’s iconic frozen drink, now boasts a new look and feel as part of its “Anything Flows” campaign. The beverage is full of eccentric colors and eclectic vibes. It drew inspiration from “The Brainfreeze Collective” – the brand’s proprietary customer research panel.
Marissa Jarratt, 7-Eleven Executive Vice President, and Chief Marketing & Sustainability Officer, said Slurpee has been a timeless icon for nearly 60 years. It has been bringing communities together to help create moments of joy through the weird and wonderful experience – the Slurpee drink. “Now as we usher in the new generation of Slurpee, we celebrate this iconic brand’s evolution and its continued ability to add a little more awesome to our customer’s day.”
She shared that The Anything Flows campaign features a refreshed look and feel, and an 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.
“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 explained. “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 across 7-Eleven’s digital presence, the campaign will take a 360-degree approach to meet Slurpee fans where they are.”
Moreover, the brand has introduced a custom capsule collection to ring in the next era of Slurpee – Bucket hats, Slurpee drink-shaped pool floats and Anything Flows T-shirts can be found in the convenience retailer’s online merchandise store 7Collection.