How 7-Eleven Leveraged Powerade, Nerds for 'Bring Your Own Cup Day'
What’s new: 7-Eleven built buzz for its annual “Bring Your Own Cup Day” micro-holiday by partnering with Coca-Cola Co.’s Powerade and Ferrero Group’s Nerds to launch a pair of new Slurpee flavors.
Where shoppers get value: On Sept. 13, members of the 7Rewards or Speedy Rewards loyalty program could fill a container of their choice with Slurpee drink for $1.99 so long as the vessel fit within a 10-inch cutout. Options included new Powerade Xtra Sour Grape Shocker Slurpee and Nerds Strawberry Slurpee.
7-Eleven further encouraged trips by offering loyalty members $2 deals from Aug. 25 to Sept. 14 on other brands, including Kellanova’s Cheez-Its, Mondelez International’s Sour Patch Kids, and Coca-Cola’s Fairlife.
What we saw: 7-Eleven positioned a standee in front of the store that showed the size of a container shoppers could use. The beverage dispenser sign plugged the Powerade Slurpee and a new Powerade Grape Blitz Big Gulp flavor along with an exclusive sweepstakes awarding a trip to a 2026 FIFA World Cup game.
The sweeps also awarded 25 runners-up a pair of tickets to a FIFA World Cup game and 50 with Powerade squeeze bottles and soccer balls. Loyalty cardholders were automatically entered with the purchase of either beverage from Aug. 27 to Oct. 28. Don Jagoda Associates, Melville, New York, administered the sweeps.
A window cling and stanchion sign offered 7Rewards members the Powerade Big Gulp for 89 cents.
Additional support: 7-Eleven plugged the promotion and new flavors with a home page display ad on 7-Eleven.com and with posts on Instagram, TikTok and Facebook.
- 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.
