7-Eleven refreshes Slurpee with ‘Anything Flows’ campaign

Dive Brief:

7-Eleven has given a new look to the logo and cup design of its Slurpee frozen drink as part of a wider "Anything Flows" campaign and brand refresh, according to a press release.
The campaign includes four TV spots that each focus on a Slurpee flavor and feature a diverse cast of individuals 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 iconic beverage and was informed by the retail chain's proprietary customer research panel, dubbed The Brainfreeze Collective.

Dive Insight:

7-Eleven is refreshing its look and feel for a new generation of consumers with its Slurpee-focused "Anything Goes" campaign. The "eccentric colors and eclectic vibes" of the 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 future.

"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 Marissa Jarratt, 7-Eleven's executive vice president and chief marketing and sustainability officer, in the press release.

Along with the new logo and cup design, the campaign features four TV spots directed by Adrian De Sa Garces, each focused on a Slurpee flavor. The ads feature characters who move “with a vibe uniquely their own,” according to the announcement, including a cool and collected 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 new 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 year to "become more than just a convenience store," Jarratt said at the time. Splashy cultural plays have been central to Jarratt's strategy as CMO, including a 2021 campaign directed by Harmony Korine.