7-Eleven’s most iconic brand, Slurpee, is a cultural phenomenon that dominates the market. But with shifts in consumer dynamics, 7-Eleven needed to develop a brand strategy that built loyalty and drove frequency among younger consumers. 7-Eleven looked to Brandimage to modernize the Slurpee brand and create ownable and meaningful equities to increase relevance and improve impact in today’s fast-paced retail environment.
Brandimage analyzed shopper and consumer data provided by 7-Eleven to clearly define Slurpee’s key purchase drivers. Through a combination of consumer feedback and our own strategic audit of trends, the shopper journey and semiotic codes, we understood that flavor wasn’t the only key; badge value was critical to this evolving consumer. The existing assets were considered out-of-date and lacking relevance, but because Slurpee is a beloved and iconic brand, finding the sweet spot for the evolution was especially important.
In the modernization of Slurpee, Brandimage focused on three key aspects of the brand’s identity: the importance of “cool factor,” the need for clear versioning, and seamless translation from on-premises to mobile and social. The old “pinwheel” graphic evolved into a meaningful brand icon that is energetic, funky and distinctive. The spinning kaleidoscope of color implies the customization aspect of Slurpee where “making it your own” is part of the fun. The redesign has been so successful that Brandimage has helped launch flavor and co-brand innovations.