Circle K Promotes Exclusives from Prime, AriZona, Olipop & More

What’s new: Circle K is promoting exclusive flavors from several beverage brands, seeking to appeal to novelty-seeking shoppers as a way to boost trips and build baskets.

What we saw: A floorstand stocks an exclusive Orange Kream flavor of Prime Hydration’s Prime that rolled out to Circle K in July, tapping into the resurgence of nostalgic flavors among Millennials and Gen Z in the same way as Coca-Cola, which launched an orange cream flavor in February. 

The exclusive SKUs were stocked alongside Prime Collector Series bottles, which had codes shoppers could input at CollectorSeries.DrinkPrime.com from June 2 to July 14 to enter a sweepstakes awarding $1 million. The exclusive flavor was also promoted with window posters.

Elsewhere in stores, racks stocked an exclusive Watermelon Dragonfruit Splash flavor AriZona Beverages launched at Circle K in July. The collaboration is a follow-up to the Dragonfruit Mango flavor AriZona gave Circle K in April 2024.

Additional support: Posts across TikTok, Facebook and Instagram promoted the Prime and AriZona drinks alongside the exclusive Celsius fizz-free dragonfruit lime flavor that launched in August and the exclusive Summer Blaze flavor from PepsiCo’s Gatorade that launched in May. 

What else: Olipop gave Circle K an exclusive can of the Pineapple Paradise soda it launched in September to tie in to the Dec. 19 theatrical release of Paramount Pictures’ "The SpongeBob Movie: Search for SquarePants." 

Shoppers can take pictures of the five different SpongeBob cans and upload them through DrinkOlipop.com to earn points they can spend on co-branded merchandise like socks and magnets. Social media posts plug the exclusive and the promotion. In-store floorstands also tout the exclusive.