Slurpee gets a new look—see the 7-Eleven drink’s colorful remix

7-Eleven is giving one of its marquee properties a cool new outfit. The Slurpee is getting a redesign as part of a summer advertising campaign known as “Anything Flows,” a nod to the bold flavors and bright colors of the fizzy frozen beverage. The campaign, from Dentsu, is designed to appeal to a new generation of Slurpee drinkers while introducing the brand to customers of Speedway convenience stores, which 7-Eleven acquired in 2021. Cannes Lions coverage Follow our live blog here Sign up here for email updates See all of the Grand Prix winners here The new look, which 7-Eleven described as “full of eccentric colors and eclectic vibes,” was inspired by insights from “the Brainfreeze Collective,” an online discussion group of 250,000 7-Eleven enthusiasts who share ideas and opinions about experiences at 7-Eleven, Speedway and Stripes stores. 7-Eleven operates or franchises more than 13,000 U.S. convenience stores. The Slurpee was introduced at 7-Eleven in 1966. It last changed its look in 2019. The new cup design features a large “S” resembling the dollop at the top of the frozen beverage. “While no color, logo, or design can change the nostalgic feel you get from enjoying your Slurpee drink, rebrands have been an important aspect of the brand’s history,” Marissa Jarratt, 7-Eleven executive VP and chief marketing and sustainability officer, said in a statement. “We want to always remain timeless, yet nostalgic for our customer.” ‹ › × (Click image to enlarge) Credit: 7-Eleven “Anything Flows” TV spots each begin with the Slurpee drink dollop and feature a diverse set of swaggering characters. In one, a man in blue struts poolside with a blue raspberry Slurpee. Another shows four seniors with cherry red Slurpees and matching red satin jackets walking through a casino and into a red convertible. A third shows a barefoot man in a yellow suit sipping a piña colada Slurpee in an office building. The spots were directed by Adrian De Sa Garces. The campaign will run across broadcast TV, connected TV, radio, streaming audio, display, social and search platforms between June 12 and Aug. 29. “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,” Jarratt said. “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.” Check out the latest Ad Age events and award programs

Slurpee gets a new look—see the 7-Eleven drink’s colorful remix

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