Slurpee Campaign Builds on 40 Years of Success

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Slurpee Campaign Builds on 40 Years of Success

DALLAS -- It's been more than 40 years since 7-Eleven Inc. introduced the now famous frozen carbonated soft drink with quirky names like Fulla Bulla and Kiss Me, You Fool, which became the center of wacky promotions across the nation.

While historically synonymous with smiling children and summer fun, the brand has also become closely associated with movies, especially summer blockbusters. However, in the end, the proof is in the sweet slush.

"Bottom line, if the product doesn't meet expectations, all the cool promotions in the world won't keep customers coming back," Slurpee and Big Gulp brand manager Jay Wilkins said in a released statement. "So that's where we start, making sure we deliver at the Slurpee machine."

Today's Slurpees is geared toward a demographic that seeks energy, an initiative that began with AMP Energy Freeze in April and Full Throttle Frozen Blast in May. This month's guarana-spiked Radiation Rush, Monster Black Ice in July and a new sports-themed flavor set to debut in August [hint: the 20th anniversary of Madden NFL Football videogames].

"Then comes the fun part finding the properties and promotions that support the flavors and score high on the Slurpee cool-o-meter," Wilkins said in a released statement. "This summer is the biggest ever, in terms of the most Slurpee promotions we've ever had."

Supporting Slurpee's 2008 summer flavor line-up requires a host of communications efforts across the media spectrum to reach Slurpee drinkers, and not all of it through traditional outlets, explained Wilkins.

Campaigns include rip-and-run tear-away posters in one city, and a mobile Slurpee van complete with videogames and a 6- by 12-foot side-panel screen. In other locations, Slurpee drinks will be handed out on boardwalks and beaches. And the internet will be utilized with original Slurpee films on, as well as online contests to win videogames and game consoles.