7-Eleven Chooses Coffee Over Slurpees

7-Eleven is seeking to boost sales of its freshly brewed hot coffee during the warm summer months by suggesting shoppers drink it on ice.In stores, clings, floorstands and translite signs encourage trial of "new" freshly brewed iced coffee by instructing shoppers to fill a Big Gulp cup with ice and add coffee and condiments from the hot coffee bar. A 7-eleven.com carousel ad and an ad within the retailer's mobile application tout the iced coffee, reminding members of the retailer's 7Rewards loyalty program that their sixth coffee purchase triggers a digital coupon for a free beverage. In-store window posters and counter cards, and multiple display ads within 7-eleven.com also support.Unlike the retailer's existing 7-Eleven Chillers iced coffee, which is dispensed from a machine pre-flavored and pre-sweetened, the new iced coffee hack gives shoppers the ability to customize their beverage. It also drums up further support for the retailer's recently launched, sustainably sourced, single-origin coffee from Colombia and Chiapas, Mexico.Digital and in-store activity for the freshly brewed iced coffee eclipsed the regular summer marketing program the retailer stages leading up to its annual July 11 "7-Eleven Day" celebration, when shoppers can get a free small Slurpee beverage. In recent years, the event has included rolling out birthday cake-flavored items, doling out free SKUs from national manufacturers and multiple private-label purchase incentives. This year, the retailer simply reactivated the same incentive as last year, offering 7Rewards members a digital coupon for 11 Slurpees of any size with the purchase of seven Slurpees from July 12-18.The only new aspect during this year's event was a digital punchcard within the retailer's app that allows members to track their progress toward the free Slurpee goal. Window clings and floorstands; Facebook, Instagram and Twitter updates; and a carousel ad on 7-eleven.com supported the "7-Eleven Day" promotion. A mobile app ad and web page, in-store window clings, multiple display ads on the retailer's website, and an Instagram update touted the incentive. In related activity, the retailer recently rolled out:a limited-time cotton candy-flavored Slurpee. Translite signs, window clings, Twitter and Facebook updates, and a carousel ad and display ad within 7-eleven.com tout the SKU. a reflective "chrome" Slurpee lid and cup. A 7-eleven.com carousel ad and display ad, in-store counter clings and side panels, and Facebook and Twitter updates support.7-Eleven also introduced a new Slurpee cup design on July 11. Additional sizes will be released later, according to the retailer.

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