7-Eleven Refreshes Iconic Slurpee

IRVING, Texas — 7-Eleven Inc.'s famous frozen drink is getting a makeover.

The Irving-based convenience store retailer is giving the Slurpee a fresh new look as part of its "Anything Flows" campaign. The beverage's latest look is full of eccentric colors and eclectic vibes inspired by insights from the brand's very own proprietary customer research panel, "The Brainfreeze Collective," which is made up of more than 250,000 members who discuss ideas, opinions and experiences about 7-Eleven, Speedway and Stripes c-stores.

According to the retailer, the idea behind the refresh is that Slurpee drinks have a flavor to match whatever the customer's "flow" is. The "Anything Flows" campaign features a refreshed look and feel, and 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.

The brand also 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.com.

"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, 7-Eleven executive vice president and chief marketing and sustainability officer. "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."

[Read more: 7-Eleven Brings Back 'Bring Your Own Cup' Day]

The supporting "Anything Flows" TV spots each begin with the iconic Slurpee drink dollop and are brought to life through a diverse cast of characters sipping flavors as bold and colorful as they are: Cherry, Blue Raspberry, Piña Colada and a mix of fan favorites. Each character moves through their world with a vibe uniquely their own — the styling, music, and playful action all a reflection of the creative joy of the Slurpee drink world, the company said.

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 will run through Aug. 29.  

"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 said. "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."