RaceTrac Insiders Steer Frozen Beverage Refresh

ATLANTA — Three months after asking customers their opinions on a possible rebranding of its frozen drink offering, RaceTrac Petroleum Inc. is unveiling its new Numb Skull image.

This marks the first refresh of its frozen carbonated beverage offering in five years. The updated Numb Skull brand will debut in April in more than 380 RaceTrac stores.

"After five years with the same visual branding for Numb Skull, we thought the offering could use a refresh. We surveyed our RaceTrac Insiders to ensure any changes would resonate with our most loyal guests, and they did not disappoint," Melanie Isbill, director of brand communication at RaceTrac, told CSNews Online. "Thanks to the insights of our Insiders, we think the newly branded Numb Skull will be a big hit with our guests."

In November, RaceTrac sent a survey to its most loyal guests, known as RaceTrac Insiders, to get their feedback on its Numb Skull frozen beverage offering. The survey asked the Insiders about their thoughts on the offering's current branding and four new logo options.

According to the retailer, more than 4,200 Insiders participated in the survey. Eighty-two percent of those surveyed indicated they wanted to see a new logo for Numb Skull when they visited RaceTrac stores. Of those that desired a change, the majority selected "logo 3" as their favorite of the four new options.

After reviewing the survey results, RaceTrac's beverage and marketing teams came together to revamp the frozen beverage offering to reflect the desires of the RaceTrac Insiders.

Atlanta-based RaceTrac operates more than 600 company-owned and third-party contract operated stores under the RaceTrac and RaceWay names in 12 southern states.