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SLURPEE MAKEOVER: New look for iconic brain-freeze stimulator

 SLURPEE MAKEOVER: New look for iconic brain-freeze stimulator

This new-look Slurpee was purchased at the Canton Center Road 7-Eleven in Canton.

Just days before the official arrival of summer, the unofficial No. 1 cause of brain freeze in the United States — 7-Eleven’s iconic Slurpee — has taken on a new look.

As part of the convenience-store chain’s “Anything Flows” campaign, Slurpees are now available in brightly-colored containers (with a new logo) that give off a more eclectic vibe.

The revamped look was fueled by insights from the brand’s customer research panel, The Brainfreeze Collective, whose 250,000 members discuss ideas, opinions and experiences about 7-Eleven, Speedway and Stripes stores.

“Created from the idea that no matter what your flow is, Slurpee drinks have a flavor to match,” Irving, Texas-based 7-Eleven said in a release.

“The new Anything Flows campaign features a refreshed look and feel and omnichannel campaign, including new TV spots, social and paid media campaigns, and two new designs for the small and large stay-cold Slurpee drink cups.”

Slurpee beach towels, keychains available

For passionate lovers of Slurpees, there is also is a variety of merchandise, including drink-shaped pool floats, beach towels, keychains, caps, socks and T-shirts, at 7Collection.com.

A cherry Slurpee
A cherry Slurpee

“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,” said Marissa Jarratt, 7-Eleven executive vice president and chief marketing and sustainability officer.

“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.”

That ‘S’ isn’t for Superman

A freshly-designed “S” has replaced the word Slurpee on the vibrantly-colored cups.

7-Eleven Inc. operates, franchises or licenses more than 83,000 convenience stores in 19 countries and regions, including more than 13,000 7-Eleven convenience stores in the United States and Canada.

According to mentalfloss.com, approximately 14 million cups of Slurpees are consumed in the United States every month.

While the new look is nice, there is still only one time-tested cure for brain freeze. You just have to wait it out.

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Ed Wright

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