7-Eleven Canada is marking the 60th anniversary of the Slurpee with a slate of product innovations, led by an LTO collaboration with Hamilton-based beverage maker Collective Arts.
The anniversary lineup includes three Slurpee Sodas developed with Collective Arts, alongside new Slurpee Gummies and Slurpee Dip & Dunk Lollipops. Marc Goodman, VP and general manager of 7-Eleven Canada, tells strategy that partnering with the Ontario brewery was a natural way to celebrate one of the retailer’s most recognizable products.
“Canada’s love of the Slurpee brand is strong,” Goodman says. “It was only natural to reinforce this big year by working with a local brand like Collective Arts to create a distinctly Canadian way of celebrating the iconic beverage’s birthday.”
Images courtesy of 7-Eleven Canada
In a nod to Collective Arts’ creative ethos, the soda cans feature artwork by Hamilton designer Art Club Mary, while other Canadian artists have been commissioned to paint murals at select 7-Eleven stores throughout the summer. Media Profile is providing PR support for the product launches.
Additionally on July 11, also known as “7-Eleven Day,” the retailer is offering free small samples of its Mountain Dew Cake Smash Slurpee flavour. Goodman says that “7-Eleven Day” is the highest traffic day of the year, helping to drive increases in buy-one-get-one-free offers and enrolments in the 7Rewards program.
The retailer is also rolling out a Slurpee & Food Truck pop-up across British Columbia, home to Canada’s largest concentration of 7-Eleven stores, to bring branded food and frozen beverages directly to high-traffic locations throughout the summer.
The activations continue 7-Eleven Canada’s strategy of using exclusive food and beverage innovations to differentiate itself. Earlier this year, the retailer introduced its Egg Salad Sando, inspired by the chain’s Japanese operations, as part of a broader effort to expand its ready-to-eat offering.
“We’re going to continue finding ways to leverage the brand’s most iconic products from Canada and internationally,” Goodman says.
