7-Eleven is debuting a new look for its frozen Slurpee drink, the company announced Monday.
The updated Slurpee features a new “S” logo and “eccentric colors and eclectic vibes,” according to a news release. The brand refresh was conducted using insights from the company’s proprietary customer research panel, “The Brainfreeze Collective.”
The Slurpee redesign is part of 7-Eleven’s new “Anything Flows” campaign, and marks the brand’s first update in four years, according to CNN.
The new Slurpee cups are available at all 13,000 7-Eleven, Speedway and Stripe locations across the U.S., according to the release.
“For nearly 60 years, Slurpee has been a timeless icon, bringing our communities together to help create moments of joy through the weird and wonderful experience that is the Slurpee drink,” 7-Eleven Executive Vice President and Chief Marketing & Sustainability Officer Marissa Jarratt said in the release. “Now, as we usher in the new generation of Slurpee, we celebrate this iconic brand’s evolution and its continuous ability to add a little more awesome to our customer’s day.
“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,” Jarratt added.
