  |
|||
|
|
Working with the Ball's
Marketing and Engineering team,
WhiteLight Design was asked to be creative
consultant in developing a proprietary
c
DALLAS -- A day after 7-Eleven celebrated the
40th anniversary of its Slurpee frozen carbonated beverage, the
convenience store giant had something new to crow about yesterday—a
private-label line of soft drinks under the Big Gulp label. And just as
with Slurpee, the goal of the line is to bring some fun to a stalwart
category.
“The strategy for the brand and the product
is to introduce the consumer to a unique, high-quality product in
flavors that are fun and exciting,” Jack Wilkie, vice president of
franchisees and corporate communications for Dallas-based 7-Eleven Inc.,
told CSP Daily News. “We can have as much fun with Big Gulp as we
can with Slurpee flavors because it’s a proprietary brand.”
The fun will begin later this month when the
initial line rolls out to 7-Eleven stores nationwide in four SKUs of
20-oz. bottles. The initial four flavors, developed with Leading Edge
Brands, Temple, Texas, are Diet Cola with Splenda, Cola with pure cane
sugar, Mint Lime Twist and Ginger Apple Snap.
“It’s tested extremely well with focus
groups,” said Wilkie. “We noticed that the growth in carbonated soft
drinks across all [retail channels] has been a little flat, and so this
introduction is intended to bring a little excitement to the category
and leverage a brand that’s been known to 7-Eleven consumers for over 30
years.”
The company also went the extra mile to make
the actual bottle different as well, according to Wilkie. “What’s unique
about the packaging is that we’re doing a proprietary 20-oz. bottle,” he
said. “It’s the only 20-oz. bottle to have a wide mouth. It’s Big Gulp
Soda with a big, wide mouth so you can take a ‘big gulp’.”
Wilkie said 7-Eleven will watch the sales of the
single-serve beverages, which will be positioned in the cooler with
similar products, before making any additions to the line; however,
additional flavors and a 2-liter bottle.
|
||
|
SERVICES
NAVIGATOR |
|||
