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  • Writer's pictureDavid Baker

Slurpee Rebrands

7-Eleven's Slurpee gets new cup design


If you’ve visited a 7-Eleven, then you’re almost certainly familiar with the Slurpee.



The Irving, Texas convenience chain’s iconic frozen beverage, the Slurpee, is about to get a whole new look for the first time in four years. Devoted fans need not worry though. The drink will remain the same. Only the branding will get jazzed up.


In particular, Slurpee cups will take on a fresh look as part of the retailer's “Anything Flows” " advertising campaign, and will feature that is calls “eccentric colors and eclectic vibes” paired with a new logo of a large "S."


Way back in 2019 (pre-pandemic for those keeping track) 7-Eleven debuted redesigned cups from the longtime pinwheel look to a simpler design of green maze-like lines. In addition to common movie and video game tie-ins, 7-Eleven has revamped its Slurpee cups a total of seven times since the beverage debuted in 1966.



Speaking on behalf of 7-Eleven, Marissa Jarratt, company Executive Vice President and Chief Marketing & Sustainability Officer released a statement that read, in part, “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. 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.”


The new Slurpee cups as well as related swag will be available for purchase at all 13,000 7-Eleven, Speedway and Stripes locations throughout the country.


What exactly is a ‘Slurpee” and where did it come from?


The Slurpee is a popular frozen beverage primarily sold in convenience stores and is a trademarked product of the 7-Eleven chain of stores. It has gained widespread recognition and popularity since its widespread introduction in the mid-1960s.



The Slurpee was inadvertently “invented” by Omar Knedlik, a Kansas-based Dairy Queen owner, in the late 1950s when his soda fountain machine broke down one day, causing the beverages to become partially frozen. He decided to serve the semi-frozen drinks to his customers, and they enjoyed the refreshing, slushy texture. Realizing the potential for the new product, Knedlik approached The Icee Company, a company specializing in frozen carbonated beverages, to further develop and market the concept.


The name "Slurpee" was coined by Bob Stanford, a 7-Eleven executive, when the drink was introduced in 1967 and the 7-Eleven convenience store chain eventually acquired the rights to Slurpee. Since then, 7-Eleven stores have become closely associated with the popular frozen beverage.



The Slurpee's popularity can be attributed to its ability to offer a unique and enjoyable drinking experience. Its icy texture provides a contrast to traditional beverages, making it a sought-after treat, especially during hot summer months. The Slurpee also allows for customization, as customers can mix flavors to create their own unique combinations.

Over the years, 7-Eleven has introduced limited-edition flavors and collaborations with popular brands, adding to the appeal of the Slurpee. Additionally, the chain often runs promotions and offers deals on Slurpee purchases, making it an affordable and accessible treat for people of all ages.


“Free Slurpee Day” is just around the corner


Whether you’re a longtime fan of Slurpee’s or simply want to know what all the fuss is about, you’re in luck.


"Free Slurpee Day" on July 11 will give customers a great opportunity to see the new branding in action. But throughout the summer, Slurpee lovers can also buy $1 small Slurpee drinks delivered directly to their door by downloading the 7NOW Delivery app or by visiting 7NOW.com.



Why It Matters


Rebranding a popular consumer item like a Slurpee can be tricky. And a savvy company will carefully weigh the potential pos and cons before doing so. Some important factors to consider,


Potential Pros

  1. Fresh Appeal. Rebranding can give a popular consumer item a fresh and updated look, which can attract new customers who may have overlooked it previously. It allows the product to stay relevant and appealing in a dynamic market.

  2. Differentiation. Rebranding can help differentiate a product from its competitors. It offers an opportunity to emphasize unique features or qualities, potentially creating a distinctive positioning in the market.

  3. Target Audience Expansion. By rebranding, you can potentially broaden your target audience. By updating the image and packaging, you can appeal to different demographics or market segments that were previously untapped.

  4. Image Makeover. If a product's existing brand image has negative associations or is outdated, rebranding can help rejuvenate and improve its perception among consumers. This can enhance its overall reputation and increase consumer trust.

  5. Market Adaptation. Rebranding allows a product to adapt to changing market trends, consumer preferences, or cultural shifts. It enables you to align the product with the evolving needs and desires of your target audience.

Potential Cons

  1. Customer Confusion. Rebranding a popular item can lead to customer confusion, especially if the changes are significant. Customers may have established loyalty and familiarity with the previous brand, and sudden changes can cause them to question or lose interest in the product.

  2. Risk of Alienating Existing Customers. Rebranding may alienate loyal customers who have grown attached to the original brand. If the changes are drastic or not well-communicated, it could lead to a loss of customer loyalty and even drive them to seek alternatives.

  3. Financial Investment. Rebranding can be a costly process. It involves updating packaging, marketing materials, and potentially changing advertising campaigns. The financial investment required may not always yield immediate returns, making it a significant consideration.

  4. Brand Equity Loss. Rebranding a popular consumer item may result in the loss of existing brand equity. If the original brand had strong recognition, positive associations, and a loyal customer base, rebranding may erode these valuable assets, and it can take time and effort to rebuild them.

  5. Market Risks. Rebranding carries inherent risks, including the possibility of negative feedback or backlash from consumers who preferred the original brand. There is always a chance that the rebranding efforts may not resonate with the target audience or fail to achieve the desired results.

Ultimately, the decision to rebrand a popular consumer item like a Slurpee should consider these pros and cons, as well as conducting thorough market research, understanding consumer preferences, and carefully planning the rebranding strategy to minimize potential drawbacks and maximize the chances of success.


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