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Slurpee Rebrand: Anything Flows

Finalist in Rebrand Campaign


Slurpee is a beloved cultural icon known for being a nostalgic reward. After 57 years, though, Slurpee was at risk of becoming just another frozen drink.

In 2022, 7-Eleven’s #2 share in the frozen category was being threatened by a cultural preference for the drive-thru and deep QSR advertising pockets where 7-Eleven was routinely outspent at a rate greater than 10 to 1. With summers getting hotter, cooling off at the drive-thru wasn’t a behavior expected to change anytime soon.

We knew the Slurpee brand held untapped power as one of our most distinct and celebrated assets. America’s OG frozen beverage had to increase its relevance among a new generation of drinkers if it wanted to sustain growth into the next 50 years. Not an easy task, considering most younger customers hadn’t grown up with the nostalgia of a Slurpee – and anyone who lived outside a 7-Eleven market and hadn’t been exposed to the brand at all.

The objective was clear: create a culturally relevant new vibe and point of view for Slurpee that would usher in a new generation of fans. This included: 


It’s more than a drink. It’s a Slurpee. It’s a ritual that fuels your creativity. We set out to re-introduce this cultural icon with the first-ever dedicated marketing campaign for the product. This included an omnichannel campaign showcasing a refreshed look and feel with new TV spots, social and paid media campaigns and consumer activations. The rebrand included a new logo, look and feel, new cups and merchandise – all touted throughout the campaign, making the next era of the Slurpee in a where anything flows.

The idea was to keep the nostalgic drink dominating feeds all summer long – deemed “The Summer of Slurpee” – to celebrate its loyal customers and usher in a new generation of fans. We crafted a strategic storytelling and media relations approach to be phased throughout the summer to create a steady drumbeat of news to catch the attention of our target audiences by tapping into the key fandoms that overlap with the Slurpee fan community and aspirational target – music and fashion.

PHASE I: Reveal the Slurpee rebrand 

We kicked off “The Summer of Slurpee” in early June with the announcement of the rebrand, targeting Adweek for an exclusive on the campaign with 7-Eleven’s Chief Marketing and Sustainability Officer, Marissa Jarratt. The news was then pitched to national consumer outlets, marketing trades and retail trades to prime the pump for Phase II.

PHASE II: Engage consumers with the “Anything Flows” Flo Milli song release, open lyric contest and King Ice partnership. 

We teamed up with burgeoning rapper Flo Milli to release the ultimate song of the summer – “Anything Flows” – on streaming platforms as part of her discography. The song featured Slurpee-inspired verses and cameos from rising stars Kari Faux, 2Rare and Maiya the Don. It included a call to action for fans and up-and-coming artists to showcase their own talent by submitting lyrics to the track’s open verse. The top entry inspired by Slurpee would land a spot on the song’s remix that would drop at the end of the summer. Those who weren’t ready to step up to the mic could still win experiences inspired by the fusion of streetwear and hip hop, like custom pieces of Slurpee-inspired jewelry from King Ice or the chance to be an extra in a Lyrical Lemonade music video.

PHASE III: Take Slurpee Day (7/11) up to Eleven 

Everything culminated with the biggest day of the year for the brand on July 11 – 7-Eleven’s “birthday” a.k.a. Slurpee Day. On this day, we traditionally offer free small Slurpees to all customers, but this year we revealed an 11-day extended timeframe and three extra opportunities to get a free Slurpee. To sweeten the deal, we also dropped limited edition birthday merch on our website and an exclusive birthday digital collectable. These elements were used to get the attention of the consumer media so we could remind them about the full breadth of “The Summer of Slurpee,” while reinforcing the cultural legacy of the brand and the innovative spirit of the rebrand.


Anything Flows reignited the Slurpee brand with younger customers and unleashed it as one of our most distinctive brand assets. The phased approach increased consideration and elevated 7-Eleven’s brand power like never before, truly making 2023 the Summer of Slurpee.

PHASE I: Reveal the Slurpee rebrand 

PHASE II: Engage consumers with “Anything Flows” 

PHASE III: Take Slurpee Day Up to Eleven 

Anything Flows delivered: 


Video for Slurpee Rebrand: Anything Flows

Entrant Company / Organization Name

7-Eleven, Dentsu, Safari Sundays


Entry Credits