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7-Eleven and Pepsi Release Private-Label "Frawg"

DALLAS -- 7-Eleven Inc. and Pepsi-Cola North America are teaming up with Frawg, a private-label soft drink targeted at teens and 20-somethings. Frawg is an apple-flavored, caffeinated soda available exclusively at 7-Eleven as a Slurpee and a Big Gulp fountain drink.

Frawg's launch marks the first time a major soft drink company has created a new brand especially for a single retailer, the first time 7-Eleven has introduced simultaneous flavors on both the Slurpee and fountain machines and the first apple-flavored carbonated beverage from one of the major soft drink companies. Dallas-based 7-Eleven, which has approximately 5,800 stores in the United States and Canada, has exclusive rights for one year to Frawg.

“With Frawg, we started with the customer first,” said Kevin Cooper, category manager for Slurpee and fountain. “In this case, teens and young adults, and worked with Pepsi to come up with a flavor profile and personality that we thought would appeal specifically to them. The process involved a lot more than just creating a new flavor; it was all about creating a 'dare to be different' attitude.”

“The 7-Eleven customers are savvy beverage consumers constantly looking for new products so it was important to create a unique flavor that could not be found anywhere else,” said Manny Rivera, group marketing manager, Pepsi-Cola North America. “Frawg is not only unique, it has a great refreshing taste that we think will be a big hit in the stores.”

The tangy sweet apple drink is personified by its unofficial mascot, a green apple-colored frog character variously suited up as a ninja, in a leisure suit, in board shorts and with an electric guitar. The Frawg's giant three-toed footprint serves as part of the logo.

“The Frawg logo with the outrageous footprint communicates the 'stepping out there' mind-set of the customers we hope to reach,” Cooper said. “When you want something different, and want to stay one jump ahead of the crowd, step out and have a Frawg.”

A national television campaign of 15-second television spots, in-store displays and a presence on under the “Unleash Your Frawg” banner will help promote the new Frawg family of beverages.
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