Mountain Dew Infinite Swirl Returns to 7-Eleven
What’s new: 7-Eleven and PepsiCo’s Mountain Dew reinforced their shared commitment to appealing to novelty-seeking shoppers by bringing back the exclusive Infinite Swirl tropical fruit punch flavor they launched last summer.
What we saw: The exclusive flavor was heavily promoted on store exteriors, with stanchion signs, banners, and window signs. Cooler clings supported, offering any two 20-ounce bottles of PepsiCo soft drinks for $4.29.
7-Eleven also plugged the deal on Facebook, offering shoppers who bought a Mountain Dew drink from June 25 to Aug. 26 extra entries in an instant-win game awarding $5,000 each day.
Additional support: Last year, Mountain Dew gave 7-Eleven a Slurpee flavor based on its nationally available limited-edition Freedom Fusion soft drink, but this year the partners kept their collaboration focused on Infinite Swirl by also turning it into a Slurpee. The limited-time drink is spotlighted on the Slurpee page of 7-Eleven.com.
What else: 7-Eleven regularly partners with beverage manufacturers for exclusive SKUs and promotions designed to boost trips and build baskets.
Celsius is currently activating its sponsorship of Major League Soccer at 7-Eleven and 7-Eleven-owned Speedway with a sweepstakes awarding a trip to attend the MLS Cup on Dec. 6.
Shoppers are automatically entered when they use their 7Rewards or Speedy Rewards accounts to buy a Celsius drink from Aug. 27 to Oct. 22. The sweeps also awards a $500 Fanatics gift card each week. Creative Zing, Orlando, Florida, administers the promotion.
7-Eleven is plugging the sweeps with a home page display ad.
- 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.
