The “Anything Flows” campaign celebrates the Slurpee’s nearly 60-year history.
7-Eleven Inc.’s staple frozen drink, the Slurpee, is getting a fresh new look as part of the retailer’s new “Anything Flows” campaign. The new campaign includes a refreshed look and feel to the frozen drink, new television spots, social and paid media campaigns and two new designs for the small and large Slurpee drink cups.
The new look features eccentric colours inspired by insights from the brand’s proprietary customer research panel, “The Brainfreeze Collective”, a panel with over 250,000 members that discuss ideas, opinions and experiences about 7-Eleven, Speedway and Stripes stores.
“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, executive vice-president and chief marketing and sustainability officer at 7-Eleven. “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.”
Along with the new campaign, 7-Eleven is also releasing a custom capsule collection for what it calls “a new era of Slurpee”. The collection includes many items from bucket hats to Slurpee drink-shaped pool floats and tees.
The supporting “Anything Flows” TV spots each begin with the Slurpee drink dollop and include a diverse cast of characters sipping flavors such as: Cherry, Blue Raspberry, Piña Colada and a mix of fan favorites. Directed by Adrian De Sa Garces, the new 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.
“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.”