Case Study
7-Eleven
Diet Pepsi Slurpee Launch
7-Eleven and Diet Pepsi partnered to launch the much-anticipated Diet Pepsi Slurpee. This zero-calorie Slurpee drink provided options for consumers who previously could not indulge in Slurpees, including consumers watching carbohydrate, caloric or sugar intake. In addition to reinventing a 40-year-old product, Diet Pepsi Slurpee was truly a scientific phenomenon, as the sweeteners used in regular Diet Pepsi do not freeze because they do not behave as real sugars. Diet Pepsi was the first cola company to develop a sweetener, Tagatose, which tasted great and performed in the correct Slurpee consistency. The Powell Group was charged with creating national and regional media exposure for this new product, in conjunction with a national and local advertising campaign, to gain trial of the new product.
The challenge was to sell the business side of the story while letting consumers know that a remarkable new product exists and the Slurpee they’ve known and loved for years is evolving. To break through the clutter of new product retail stories, The Powell Group focused the news angle on the business side of the story and used the following tactics:
Pre-briefed key print outlets including the Wall Street Journal and New York Times about the new beverage. Utilized Slurpee category manager as a spokesperson and “Slurpee expert” to discuss the innovation behind the first-of-its-kind product. Distributed a news release nationally across the wire showcasing product innovation. Developed two separate story pitches for business and consumer media. Targeted long lead women’s general interest publications.Targeted national broadcast media for sampling.
Secured media coverage in national print and broadcast outlets, including New York Times, Wall Street Journal and MSNBC. Confirmed a launch-day story with the Associated Press, which was syndicated in more than 25 regional print outlets. Received nearly 75 regional broadcast placements across the country. Sales during the 30-day test period of Diet Pepsi Slurpee were higher than projected.
previous case study - return to top - next case study
