Slurpee: Private Brand Battle of the Bands!

SlurpeeBattleofthe Bands

7-Eleven, the Dallas based convenience store is featuring it’s iconic Private Brand frozen drink Slurpee in a new promotion this month. The promotion includes a virtual “Battle of the Bands,” a $10,000 grand prize, new guitar-shaped Slurpee and Big Gulp cups, guitar themed straws and stickers. The tie-ins continue with the featured flavor of the month the Battle Berry Slurpee.

According to an article in Brandweek: “This is the first time Slurpee has sponsored a grassroots music competition with music-lovers from around the country picking the winners,” said Jay Wilkins, 7-Eleven brand manager for proprietary cold beverages, in a statement. “That, along with the cool guitar cups and affordable Slurpee concert series bring the music, and of course Slurpee and Big Gulp drinks, to the people.” Read the entire Brandweek article.

This promotion and the Slurpee website are an exciting next step for Private Brand marketing, engaging consumers and treating Slurpee as a national brand. The website has multiple layers of interaction for the “Slurpee Nation” including: photo and video submissions, a rewards program, a link to the Facebook fan page and Slurpeetainment. The video submissions include odes to Slurpee from all parts of the US with this humorous submission from New York musician Freddy Wexler and his band the Dials. It is great to see customers engage with the brand.

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.