7Up Gives Kroger a Summer Exclusive
What’s new: Keurig Dr Pepper’s 7Up has given Kroger an exclusive Endless Summer flavor and is promoting it with a sweepstakes.
What we saw: A pallet display in stores stocks 12-packs of the watermelon and strawberry flavored drink in standard and zero sugar versions alongside the brand’s lemon lime, cherry and Tropical varieties. A header sign boasts that the limited-time flavor is exclusively available at Kroger and uses a QR code to link to a promotional website where consumers can enter a sweepstakes awarding a $5,000 travel gift card and store cards. The sweeps runs from April 16 to July 31.
Additional support: Kroger’s Mariano’s introduced the exclusive in a front-page feature in its April 16 circular, while 7Up spotlighted it on Instagram and TikTok with organic posts and influencer marketing.
More context: Keurig Dr Pepper introduced 7Up Tropical as a Kroger exclusive in 2023 before it became nationally available in February — with Kroger receiving Endless Summer as a replacement. In 2023, 7Up also gave Kroger a sweepstakes awarding a $5,000 gift card for a vacation, 10 winners $500 gift cards and a one-year subscription to Kroger’s Boost delivery service, and 200 $100 gift cards.
Other seasonal news: Red Bull’s limited-edition white peach Summer Edition flavor is also enjoying secondary display space in Kroger stores with a floorstand that uses QR codes to link to a Red Bull Athlete Challenge, which consumers can complete from April 28 to June 29 in by working out using a Snapchat lens. Prizes are based on the partnering athletes, including a custom surfboard from Kai Lenny and a meet-and-greet with Pascal Siakam at an Indiana Pacers basketball game.
- About Field Reports
P2PI editors and staff regularly look for interesting and relevant digital and in-store marketing, monitoring the merchandising and marketing activity at various leading retailers in the U.S. and Canada. Our exclusive field reports highlight what's new and notable for commerce marketers.
