A Classic Fountain Drink is Getting a New Look (But the Taste Won't Change)

For most people who grew up in North American cities and suburbs, the Slurpee drink comes with certain associations — summer visits to the 7-Eleven spent filling  one's cup with just the right proportion of different flavors to be able to taste them all before they melt into one big gray-brown slush.

The name "Slurpee" dates back to 1966 when the chain of convenience stores started using "ICEE" machines to make a signature iced slush drink. By 1970, there was one in every 7-Eleven in the country.

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Nearly 60 years later, the Seven & i Holdings Co.  (SVNDF) -owned chain announced that it is rebranding the Slurpee with a more modern look. While the recipe of the ice slush remains the same, the cups and promotional material will feature "eccentric colors and eclectic vibes" and the "S" logo made to look like the swirl on top of one's Slurpee drink.

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Called the "Anything Flows" campaign, the rebranding and surrounding promotion is the first time since 2018 that 7-Eleven updated its branding — at the time, the chain replaced its pinwheel-style background with a psychedelic design around the "Slurpee" text. 

The block-letter "Slurpee" text has remained largely unchanged since the 1970s and is meant to be a bridge between the old-time design and brand's modern vision. The flavor concept remains unchanged — regular slush flavors include Coca-Cola  (KO) - Get Free Report, cherry and blue raspberry while limited-edition ones are constantly rotated by the individual stores.

"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," Marissa Jarratt, 7-Eleven executive vice president and chief marketing and sustainability officer, said in a press statement. "We want to always remain timeless, yet nostalgic for our customer."

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Founded in 1927 and taken over by Seven & i Holdings Co. in 1991, 7-Eleven currently has over 13,000 locations in the U.S. and over 78,000 globally. 

While the Slurpee remains a beloved drink choice into the 2020s,  the convenience store chain has recently been struggling. A year after acquiring rival gas station convenience store chain Speedway rival for $21 billion, 7-Eleven ended up slashing hundreds of corporate jobs and restructured its team. As with most food-based businesses, it has also been struggling with inflation.

It has also been working to bring the "Evolution Store" concept of a modern and expanded convenience store to more cities and move away from the "quick stopover" reputation that many of its stores have come to have particularly in urban locations.

As Slurpees and other drinks are a strong driver of 7-Eleven traffic, a rebranding of the iconic beverage is a massive step in the convenience store's crafting of a new future. Over the years, the chain has also frequently rebranded the "Big Gulp"  — a 32-ounce cup that customers can fill with a fountain drink of their choice that has been around since the 1970s.

"About two thirds of the trips to our stores are driven by a beverage," Jarratt told Adweek. "Customers come to our stores looking for something to drink."