Celebrate Private Brand ‘Slurpee-brations’

Private Brand icons are few and far between so it is with gusto that I embrace convenience retailer 7-Eleven’s iconic Slurpee. In a category filled with not only national brands but classic American brands like Coke and Pepsi the Slurpee is ideally suited to occupy a special place in the American psyche. 7-Eleven plans to celebrate its 83rd birthday on July 11 with a Private Brand promotion featuring more than 5 million 7.11-ounce Slurpees.

The drinks are party of the bigger celebration called ‘Slurpee-brations’ and will be served in special birthday cups and will be accompanied by 7-Eleven birthday parties with music, entertainment, prizes and food sampling.



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Christopher Durham
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.