7-Eleven is doubling its marketing investment this year as the chain seeks to attract new customers amid renewed interest in the convenience store sector. The 94-year-old chain known for Slurpees and Big Gulps today debuted a large-scale campaign that includes its largest TV investment in six years.
7-Eleven worked with 360i on the “Take It to Eleven” push, which includes four TV commercials broken up into 15-and 30-second clips and a robust social media presence. In one of the feel-good spots, a dancing roller skater is fueled by a Slurpee. In another, a group of pompadour-sporting coffee drinkers engage in an impromptu parking lot dance party. While the chain advertised on TV last year in a product-focused campaign, this is its first brand campaign since 2015, a spokeswoman says.