Slurpee's Bold New Identity and Mascot Speak to Gen Z
Laura McQuarrie — June 23, 2023 — Marketing
References: prnewswire & thedieline
As part of its Anything Flows campaign, 7-Eleven recently unveiled a refreshing new look for its iconic Slurpee frozen drink. This new look is bold and eclectic, and its unique "vibes" were inspired by insights from the brand's proprietary customer research panel, The Brainfreeze Collective.
This new identity for Slurpee speaks to the next generation with a feel that's fresh yet also nostalgic. As well as emphasizing the "S" monogram, the new look comes to life with a mascot named Styles, who embodies the mischievous child within everyone.
In the spirit of newness and summer, 7-Eleven is also introducing three new limited-edition Slurpee flavors: Hibiscus Lemonade, Summertime Citrus and Sprite Lymonade Legacy, which pairs a classic lemon-lime flavor with a splash of lemonade and strawberry.
This new identity for Slurpee speaks to the next generation with a feel that's fresh yet also nostalgic. As well as emphasizing the "S" monogram, the new look comes to life with a mascot named Styles, who embodies the mischievous child within everyone.
In the spirit of newness and summer, 7-Eleven is also introducing three new limited-edition Slurpee flavors: Hibiscus Lemonade, Summertime Citrus and Sprite Lymonade Legacy, which pairs a classic lemon-lime flavor with a splash of lemonade and strawberry.
Trend Themes
1. Refreshed Frozen Drink Packaging - Opportunity for companies in the beverage industry to rebrand their frozen drink products with bold and eclectic packaging to appeal to Gen Z.
2. Nostalgic and Fresh Marketing - Opportunity for marketers to create campaigns that evoke a sense of nostalgia while still feeling fresh and appealing to the next generation.
3. Limited-edition Flavor Innovation - Opportunity for beverage companies to introduce unique and limited-edition flavors to attract customers and create a buzz around their brand.
Industry Implications
1. Beverage Industry - Opportunity for beverage companies to tap into the trend of refreshing their packaging and creating unique flavors to cater to Gen Z.
2. Marketing Industry - Opportunity for marketing agencies to develop campaigns that blend nostalgia and freshness to resonate with the next generation.
3. Food and Beverage Retail Industry - Opportunity for retailers to stock and promote limited-edition drink flavors, attracting customers and driving sales.
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