7-Eleven is doing a great job giving its Slurpee a major overhaul. From using new and refreshing colors to creating a fresh, new logo and cup design, 7-Eleven is doing it all. The whole new look and feel of the brand is refreshingly colorful, young and bright.
And now in a bid to make the brand more youthful, 7-Eleven enlists the help of the rapper Flo Milli. And if that wasn’t enough, the rapper’s powerful pipes are reinforced with the talents of Kari Faux, 2Rare and Maiya the Don. The song “Anything Flows” – also in keeping with the campaign and the brand itself is young, colorful and bright!
These are names that resonate with the younger demographic and Gen Z – and 7-Eleven’s strategy of getting them in on the “Anything Flows” song, is a great way of getting their attention (which is the aim of this whole re-branding exercise, anyway!).
7-Eleven has made the brand look, feel and sound young. Now they are taking things a step further. Asking their customers to listen to the song and then put their unique spin on it and upload it on social media, is a great way to engage younger audiences. Gen Z is all about creativity. And individuality. And appreciating the differences among humans that truly make them unique.
So this is a very smart strategic move on the part of 7-Eleven to attract the younger demographic to the brand. 7-Eleven is asking customers to send in their lyrics to the track’s open verse on TikTok. Or they can remix its Instagram Reel and use the tag #FlowLikeSlurpee by July 12. The winning effort will be featured in this song’s re-mix which will be released later this summer.
Other brands have done this – and very successfully. 7-Eleven going this route is a great move for the brand. Brand-inspired tunes for social media have become a commonly used, very effective marketing tactic.
The street-wear inspired jewelry will work wonders to the brand’s loyalty programs as well.
All in all, the brand seems to be operating on very sound strategy – and it is only a question of time, before all these efforts start to kick in and bear results.