7-Eleven Adds Milk to Nabisco Go-Paks

7-Eleven this month launches a coupon program that cross-merchandises Kraft/Nabisco's Go-Paks with Hershey's flavored milk. The program places a wall merchandiser stocked with seven Go Paks cookie and cracker SKUs next to the dairy case. The unit includes a coupon tearpad offering $1 off the purchase of a Go-Paks and one of five Hershey's single-serve products (which amounts to a 33% discount). The effort marks the second time this summer Dallas-based 7-Eleven has partnered with Kraft/Nabisco for a cross-merchandising coupon program. The manufacturer's Planters peanuts brand was linked to beverages in an initative that kicked off in June. (See Related Articles.)Go-Paks and 7-Eleven enjoy a special history: the chain helped Nabisco develop and test-market the packaging innovation.In other promotional activity, participating stores in the chain will celebrate 7-Eleven's "birthday" on July 11 by giving away propietary products including seven-ounce Slurpee samples, Go-Go Taquitos beef enchiladas, and Dreammm donuts, as well as such vendor fare as Briars USA root beer, Hain-Celestial's Terra potato chips, and Herr Foods' Chipper snacks. The promotion's centerpiece, the Slurpee offer, is being supported with P-O-P materials including fountain translites and register toppers. Elsewhere, the chain will offer PepsiCo.'s seasonal Mountain Dew LiveWire brand as a Slurpee flavor this summer. All 40-ounce Slurpee cups through the end of July will carry the LiveWire logo. Store-front banners, fountain translites, and other P-O-P materials will support.

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