Dive Brief: 

• 7-Eleven and rapper Flo Milli have teamed together to release a Slurpee-inspired song, “Anything Flows,” according to a press release. The song is part of the retail chain’s wider campaign of the same name, which it launched earlier this month.
• The song, available on YouTube and Spotify, also features musicians Kari Faux, 2Rare and Maiya the Don. As part of the effort, 7-Eleven is encouraging consumers on TikTok and Instagram Reels to put their own twist on the song for the chance to be included in a future remix.
• 7-Eleven also collaborated with streetwear designer King Ice for Slurpee-themed jewelry and multimedia company Lyrical Lemonade to offer consumers exclusive music experiences. The effort sees the retail chain doubling down on a refresh of its core chilled beverage.

Dive Insight:

7-Eleven is doubling down on a marketing overhaul for its Slurpee frozen beverage with its latest move, which expands on its earlier “Anything Flows” campaign. Building on the initial campaign, which included a new logo and cup design for the Slurpee, the retail chain is now handing the keys to the consumer to take the refresh to social media, a key channel for its target younger demographic. 

Riddled with references to the frozen beverage, Flo Milli’s “Anything Flows” song is complete with a Y2K-inspired music video, directed by Warren Fu, that features bold, eccentric colors, which are also intended for 7-Eleven’s larger Slurpee refresh. The effort was developed in partnership with Dentsu, led by Dentsu Creative and dentsu X and produced by Nova Wav.

In effort to promote the song, 7-Eleven launched a social media challenge tasking consumers to submit lyrics to the track’s open verse on TikTok or remix its Instagram Reel and use the tag #FlowLikeSlurpee by July 12 for the chance to be featured on the song’s remix, set to be released later this summer. Brand-inspired tunes for social media have become a commonly used marketing tactic, with similar efforts being deployed by brands like E.l.f. Cosmetics, Wendy’s and McDonald’s.

Beyond its music promotion, 7-Eleven will drop a line of Slurpee-inspired jewelry in partnership with designer King Ice later this summer. The necklaces, rings and bracelets will be dished out through the company’s 7Rewards and Speedy Rewards programs to consumers who purchase participating products at select 7-Eleven, Speedway and Stripes stores, a move that could help the chain boost its loyalty membership. From June 28 to Aug. 1, customers can also earn seven additional entries by purchasing select products like pizza, wings and Red Bull.

The King Ice merchandise can also be purchased through the brand’s 7Collection online shop. Additionally, the retail chain paired with Lyrical Lemonade, a company that partners with rising music artists, to offer consumers the chance for exclusive experiences, like the opportunity to star as an extra in a future music video.