Anything Flows Slurpee Campaign
Client: 7-ELEVEN
Agency: Dentsu Creative
Brand Agency: Safari Sundays
Creative Director: Fatti Jaffri
Executive Creative Director: Leo Barbosa
Design Director: Dee Duncan
Senior Designer: Luis Valencia
Associate Design Director: Ali Abidi
Group Design Director: Zulema Orzoco
Client: 7-ELEVEN
Agency: Dentsu Creative
Brand Agency: Safari Sundays
Creative Director: Fatti Jaffri
Executive Creative Director: Leo Barbosa
Design Director: Dee Duncan
Senior Designer: Luis Valencia
Associate Design Director: Ali Abidi
Group Design Director: Zulema Orzoco
Overview: 7-Eleven has redesigned its iconic Slurpee for a new era and has kicked off a new campaign to promote the new look and flow of the frozen drink.
I created guidelines for the Slurpee Anything Flows campaigns including collaborating with the larger design team to create campaign lockups to be used across content such as TV Spots, Web Banners and Print.
The retailer’s Anything Flows campaign is inspired by the idea that there is a Slurpee for everyone, no matter what your “flow.” The new colors and vibe of the redesigned product comes out of 7-Eleven’s custom research panel called "The Brainfreeze Collective.” This group of 250,000 consumers share their ideas about the brand and help inform the company’s strategy.
The omnichannel effort includes TV, social and paid media campaigns, as well as package design with two new looks for Slurpee drink cups. The TV spots focus on the colors flavors of the product including: Cherry, Blue Raspberry, Piña Colada and a mix. T
Created from the idea that no matter what your flow is, Slurpee drinks have a flavor to match, 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. The brand has also introduced a custom capsule collection to ring in the next era of Slurpee.
The supporting "Anything Flows" TV spots each begin with the iconic Slurpee drink dollop and are brought to life through a diverse cast of characters sipping flavors as bold and colorful as they are: Cherry, Blue Raspberry, Piña Colada and a mix of fan favorites. Each character moves through their world with a vibe uniquely their own – the styling, music, and playful action all a reflection of the creative joy of the Slurpee drink world. It's a world where Anything Flows – bright flavors come to life, individuals embrace self-expression, and the fizzy, frozen chill is undeniably Slurpee. Directed by Adrian De Sa Garces, the new spots feature the bold new cup design and are now running across all major networks in broadcast TV, connected TV, radio, streaming audio, display, social and search platforms. The four spots range from :30, :15, and :06 seconds and will run through August 29 of this year.
"While no color, logo or design can change the nostalgic feel you get from enjoying your Slurpee drink, rebrands have been an important aspect of the brand's history. We want to always remain timeless, yet nostalgic for our customer," said Jarratt. "From a new logo and bolder colors on the Slurpee drink cups – available at all 13,000 of our 7-Eleven, Speedway and Stripes stores – to a fresh look and feel across 7-Eleven's digital presence, the campaign will take a 360-degree approach to meet Slurpee fans where they are."
