new slurpee branding

The 7-Eleven convenience store chain has a redesigned logo and cups for its Slurpee beverage. “About two-thirds of the trips to our stores are driven by a beverage. Customers come to our stores looking for something to drink,” said Marissa Jarratt, CMO at 7-Eleven.

The 7-Eleven Slurpee drink has its place in America’s history as a novelty drink that has become iconic in pop culture. It’s a favorite tasty drink that has stood the test of time. Classified as a frozen carbonated beverage, the brand’s premiere drink exists in a world where convenience stores have evolved into an industry that takes in more than $7006 billion with over 100 different brands and 150,000 locations scattered throughout the country.

With the amount of competitiveness in the beverage industry, it’s almost a surprise that the drink and franchise hasn’t been bought out by a company like PepsiCo.

In a radical move, 7-Eleven’s new motto promotes customers to come into their stores and “fill freely” when buying a Slurpee. This goes hand-in-hand with a whole new look consisting of a more thematic logo and new bold-colored cups. And if Slurpee’s wacky flavor names are any indication of what’s in store, then consumers will be enjoying more Fulla Bulla and Awa Awa Ukulele.


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