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7-Eleven: Revitalising the Slurpee brand - Adding value through new product development

Adding value through new product development

Given Slurpee’s status as an iconic product, 7-Eleven Australia wanted to truly establish their destination brand by extending the Slurpee range.

Purchasing patterns in the carbonated beverage market are changing with a shift towards diet and sugar-free drinks, increased use of sports and other ‘health’ drinks and an ongoing shift away from full-sugared drinks. According to 7-Eleven’s research, even though the percentage of sales of sugar-free and diet-cola beverages is increasing, the full-sugared Slurpee is still maintaining its market share.

However, to tap into these emerging trends for healthier drink options, Slurpee Juice and Sports Slurpee were launched in 2008. These new products satisfied the growing trends favoured by teens for fruit juices and rehydration drinks and also helped to hold existing customers, as well as attract new customers.

Due to the increased popularity of ‘energy’ drinks, another new product innovation, Slurpee Kick, with taurine, was developed. This Slurpee was firmly positioned as an energy drink in competition with V and Red Bull and targeting a slightly older market segment. Slurpee Kick was supported by an irreverent online campaign featuring ‘Raul the Mule’. The extensive cross-platform campaign took advantage of online social networking sites such as Facebook, Twitter, MySpace, YouTube and more, to create a two-way dialogue with Slurpee Kick customers.



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Associated with:
Learning Area(s):
  • Business Environment | Measuring business performance
  • Business Environment | Types of large organisations
  • Business Structure and Organisation | Organisational structures:overview
  • Change Management | Change issues for business
  • Entrepreneurship/Innovation | Product/service innovation
  • Marketing | Market research methods/analysis
  • Marketing | Marketing analysis and segmentation
  • Marketing | Product development
  • Marketing | Promotion strategies and their application
From: Edition 6

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