7-Eleven Wants a Bite of 'Shark Week'

7-Eleven is running an aggressive campaign to tie in to Discovery Channel’s 28th annual “Shark Week” TV event.The massive in-store program includes blue, shark-themed header cards, standees, floorstands, translite signs, cooler clings, toppers and window clings that tout proprietary products from the retailer such as its Slurpee and Big Gulp beverages. Further underscoring the eight-day TV event —which kicks off Sunday, June 26 — the retailer in May rolled out various limited-time, shark-themed products including:two 28-ounce “Shark Bite” Slurpee and Big Gulp cups.four straws resembling a shark mouth and a 32-ounce fishbowl-shaped cup for Slurpees.a Shark Week- and 7-Eleven-branded "Stay Hot" coffee cup.7-Select blue, shark-shaped gummy candy.a jelly-filled donut topped with blue icing and a gummy shark candy, and a fruit-flavored "blue raspberry” donut topped with sugar crystals.Floorstands located near Slurpee and Big Gulp fountain machines stock the new straws, cups and 7-Select candy while floorstands near coffee stations merchandise the coffee cups. Side panels adjacent to Slurpee machines, counter clings, window clings, a carousel ad on 7-eleven.com, a May 18 email blast, and various Twitter, Facebook and Instagram updates support.7-Eleven also introduced a new blue raspberry Slurpee flavor. Translite signs tout the Slurpee as well as Shark Week, Discovery Channel and the retailer’s ongoing “Slurpee Fiftee” campaign."We were looking for a fun way to kick off summer, to showcase our food and beverage variety and continue our Slurpee Fiftee celebration," said Laura Gordon, 7-Eleven’s vice president of marketing and brand innovation, in a media release. "Like the Slurpee drink, Shark Week is a highly social event, with friends getting together to watch and share their favorite content on social media. We are creating a feeding frenzy among Shark Week fans with unique shark products they can only find at 7-Eleven, and great food and beverage offers that will satisfy their snack attack."In other activity, 7-Eleven teamed up with Redd's Brewing Co.’s Redd’s Apple Ale to offer members of its 7Rewards loyalty program a free pair of Shark Week limited-edition pint glasses with purchase of a Redd’s Apple Ale six-pack from May 4 through July 5. Members must scan their member barcode (found within the retailer’s mobile application) at checkout to receive a code via email to redeem the glasses. Endcap headers, an ad within 7-Eleven’s app and a May 5 email blast support, positioning the beverage as the “Official Beer of Shark Week.”Shark-themed, account-specific violators spotlighting Coca-Cola Co.’s Coke round out the Shark Week in-store activity.

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