Slurpee Goes Sour

7-Eleven is running an aggressive summer campaign to spotlight a seasonal flavor of its proprietary Slurpee beverage based on Mondelez International's Sour Patch Watermelon candy.The flavor rolled out July 1 with support from a range of P-O-P materials spanning outdoor banners, pump toppers, window clings, floor clings, countertop signs and translite signs on Slurpee machines. The logo of Coca-Cola Co.'s Fanta appears on some of the signage; the beverage giant regularly provides 7-Eleven's Slurpee flavors. Digital activity includes multiple Facebook and Twitter updates and a carousel ad on 7-eleven.com and slurpee.com. Shoppers also are encouraged to share a selfie of themselves enjoying the new beverage using the hashtag #SPKSlurpeeSelfie. Submissions are displayed on a promotional web page (slurpee.com/spk) that positions the flavor as "the official Slurpee of Summer 2015."The retailer also declared July 25 as "Sour Patch Kids Day," offering members of its 7Rewards digital loyalty program a free medium Sour Patch Watermelon-flavored Slurpee with purchase of the brand's candy or gum. Members redeemed the offer by scanning their member barcodes via the retailer's mobile application.“The new Sour Patch Watermelon-flavored Slurpee lets us bring our sour and sweet experience to consumers in a whole new way," said Tara Apisa, Mondelez International's senior brand manager of U.S. candy and Halls, in a media release. "We know teens love Sour Patch Kids as well as Slurpee so this is the perfect collaboration to delight our consumers outside of our traditional candy experience."The new flavor "really fits the bill" for the retailer, who noted in the media release that fruit-flavored Slurpees are among the most popular and Sour Patch Kids are one of the top-selling candies in its stores.Further underscoring the collaboration, Slurpee and Sour Patch Kids are in the backdrop of Relativity Digital Studios' Summer Forever movie musical, starring singer and songwriter Megan Nicole. Set to release digitally in August, the movie follows three best friends that vow to make the best of their last weekend of summer before going off to college. The film's trailer (see below) and music video are presented on slurpee.com/spk.

P2PI MEMBERS

JOIN P2PI

You May Also Like

Sour Patch Kids Embraces Cringe Moments with ‘Friday’ Singer Rebecca Black

Ghost Brings FaZe Pop Energy Drink to 7-Eleven