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7-Eleven: Revitalising the Slurpee brand

Revitalising the Slurpee brand

This Case Study investigates how 7-Eleven Australia revitalised the Slurpee brand. It examines how 7-Eleven Australia undertook extensive quantitative and qualitative market research to ascertain customer perceptions of its brand and how it developed and implemented a marketing strategy to revitalise the brand and accelerate sales.

By reading this Case Study students should be able to:

  • Describe the marketing strategies undertaken by 7-Eleven Australia to investigate the Slurpee Brand 
  • Explain the key features of 7-Eleven Australia's Slurpee revitalisation campaign
  • Evaluate the success of the Slurpee revitalisation campaign  


7-Eleven is the world's largest operator of convenience stores with more than 35,000 franchised and licensed stores in 17 countries generating annual sales exceeding $36 billion.

Researching the Slurpee Brand

Businesses must undertake ongoing market research to keep pace with market trends.

Positioning the brand

The market research showed 7-Eleven Australia that it needed to “create a connection to the brand not just the product.”

Bringing the brand proposition to life

A visual identity was created that celebrated the Slurpee experience by bringing to life four things their youthful market generally associated with the Slurpee experience: Cram more in! Brain Freeze! Colour your Tongue! Mix it up!

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 goodmarketing, promotional and public relations campaigns.

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.


The Slurpee, 7-Eleven’s own proprietary brand, has transcended the frozen carbonated beverage product market and like the Aspirin, Band-aid and Esky has become accepted as the default name for its own product category.

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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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