Why Did Slurpee Rebrand? After Years of Being a Beloved Childhood Treat, 7-11 Slurpees Got a Questionable New Look.
Have you seen Slurpee's new branding? Your favorite summer treat got a modern rebrand this summer! Here’s what they changed, what I think their strategy is, and why they decided to rebrand.
What Slurpee Changed
Slurpee’s previous logo and cup design were modern and geometric. These designs reflect the the chevron print and blocky patterns popular in the 2000’s and 2010’s.
Slurpee's new logo and cup design are updated to be more minimalist and extra BOLD. They also include the brightest colors Slurpee has used. The cups specifically feature bright gradients and solids. Again lending to minimalist trends. The new “S” logo is bold and looks just like the Slurpee drink being dispensed into a cup, which is very cute.
One of the new cup variations with Slurpee’s new 2023 logo.My concern would be that it’s SO cute and trendy that it isn’t going to last long term. In general, brands want logos that can last for a long time and not look outdated in just a few years. However, Slurpee has a different strategy. Here’s why.
Why Slurpee Rebranded
Slurpee announced its new logo design and rebrand in a statement. Marissa Jarratt, 7-Eleven Executive Vice President and Chief Marketing and Sustainability Officer said “For nearly 60 years, Slurpee has been a timeless icon, bringing our communities together to help create moments of joy through the weird and wonderful experience that is the Slurpee drink”. So, why change?
Slurpee has actually updated its branding MANY times over its 60 years in business. Every decade or so, their team creates a new look that reflects current trends while keeping elements from their classic brand. It keeps the Slurpee logo and cup design fresh and recognizable. While their new logo is very trendy and won’t stand up to the test of time, they don’t need it to. Their history of updating the branding frequently with great success proves that they can just update again when today’s trends become stale. This strategy isn’t for every industry. For example, the finance industry relies on solid brands that convey stability and trust. Slurpee is a fun, fresh brand that benefits from being updated.
7-Eleven’s Marissa Jarratt included this explanation for the rebrand in the official statement: “While no color, logo or design can change the nostalgic feel you get from enjoying your Slurpee drink, rebrands have been an important aspect of the brand’s history.” To perfectly sum up the Slurpee rebrand she continues,
"We want to always remain timeless, yet nostalgic for our customer."
