Case Study Pages:
Marketing and promoting Slurpee
It might have been argued that for many years Slurpee sold itself. However as the retail convenience sector became even more competitive it was vital that retailers developed good marketing, promotional and public relations campaigns.
The promotional strategies included building sales beyond the traditional summer season by introducing ‘shoulder’ (prior-to and afterpeak) campaigns. To drive out-of-season relevance, each shoulder campaign offered a new Slurpee product that had benefits beyond refreshment. These products, including sports and energy versions of the Slurpee, were not only the first to market in their categories, but exclusive to 7-Eleven (see section 6). The shoulder campaign strategy has increased ‘off peak’ sales by more than 200%.
In addition to the shoulder campaigns, 7-Eleven introduced new flavours on a year-round basis. This was a key differentiator from the standard cola and raspberry flavours offered by competitors.
7-Eleven also developed confectionary partnerships with brands that share Slurpee brand values. This encouraged customers to make multiple purchases and further built the Slurpee brand.
A number of campaigns were developed to drive traffic and get people into 7-Eleven stores to specifically get a Slurpee. Theseincluded an annual ‘7-Eleven Day’ on 7th November, when customers can get a free Slurpee at any 7-Eleven store. This promotion has grown from 75,000 giveaways in 2007 to 395,000 in 2009 and has resulted in an uplift in sales for the rest of November. A free small Slurpee was also offered for a limited time with any fuel purchase, recruiting new fuel customers to 7-Eleven and increasing fuel sales.