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[XiaNaphryz]

Free Slurpees get almost twice as big this year

The free Slurpee isn't just growing in hype this year — it's growing in size.

Almost twice the size.

7-Eleven, the nation's largest convenience store chain, is junking the 7.11-ounce Slurpee that it's given away for the past decade by the millions on Slurpee's unofficial birthday — July 11 — and will replace it on Thursday, during this year's Free Slurpee Day, with 12-ounce Slurpees.

For those counting, that's 42% more free Slurpee, says Laura Gordon, vice president of marketing and brand innovation. She estimates that the chain will give away about 7 million Slurpees on Thursday at a retail value of $7.6 million. "It helps us reconnect with people who love the Slurpee," she says.

The real reason for the larger-size freebie: less mess. "Moms asked us for cups with lids," says Gordon, and unlike the 7.11-ounce cups, the conventional, 12-ounce Slurpees come with lids. "That means less mess in the car."

Free Slurpee Day is the sugary, ice-laden beverage's biggest marketing push of the year — coming near the peak of the hot summer season when demand is at a zenith. The chain has been hyping the promotion on Facebook since March 11. It's pushed out gobs of Instagram photos. It's even selling Slurpee-branded merchandise at some locations during the promotion, including neon-colored Slurpee sunglasses and flip-flops that say Slurpee on the bottom.

Arguably, the 46-year-old Slurpee has more consumer cachet than does the 7-Eleven chain itself. If you're keeping score digitally, Slurpee has more than 5 million Facebook fans, vs. 7-Eleven's 3 million.

"Slurpee is the back-to-the-future part of our culture," says brand guru Allen Adamson. "For teens on a budget, 'free' is a great motivator — especially on a hot, summer day when they have nothing else to do."

That's the heart of Slurpee's target, says Gordon: 18 to 24-year-old guys.

While Gordon says that the promotion is all about saying thank-you to the chain's customers, she concedes there's far more at stake. "It's Slurpee's biggest marketing tool," she says. "It reminds people about Slurpee — but thanks them at the same time."

Not to forget: It's a sales bonanza, too.

Even though small Slurpees are free during the promotion — which runs from 11 a.m. to 7 p.m. local time — overall Slurpee sales are expected to jump as much as 40% on Thursday, compared with a typical July day, says Gordon.

"For some people, a small Slurpee is not enough," she says.

The three biggest-selling items on past freebie Slurpee days: chips, beef jerky and, of course, hot dogs.

 

[niunhuiio]

I have always wondered if 7/11 actually held some sort of event around July 11.
My questions have been answered.

 

[overcast]

I feel like they always run out.

 

[AMUSIX]

which runs from 11 a.m. to 7 p.m. local time

Does this seem wrong to anyone? I know they do it for shorter hours, but would making it be their original hours of 7-11 really make that much a difference?

I feel like they always run out.

Then go to the next one. This is near my house....and at least two aren't shown on the map:

 

[XiaNaphryz]

I have always wondered if 7/11 actually held some sort of event around July 11.
My questions have been answered.

You've missed a decade of free Slurpees!

 

[Chie Satonaka]

EVERY TIME I try to do this, they're out. At every single location.

Bah.

 

[smokeymicpot]

Nice have one right next to my job.

 

[NihonTiger90]

They closed the only 7-Eleven in town last month. FUCK.

 

[ScrubJay]

I miss living in a place with 7-11

On the plus side, Valero has 99 cent 40 ounce Big Red Icee's all summer. When the machine works, that is.

 

[XiaNaphryz]

I miss living in a place with 7-11

On the plus side, Valero has 99 cent 40 ounce Big Red Icee's all summer. When the machine works, that is.

Frosty > Slurpee > Icee

 

[TONX]

Just got mine. Way too early for it, but whatevs.

 

[Celegus]

I walk right by a 7-11 on my way to the animal shelter after work, but you'd be crazy to think I'd actually drink one of those things. They'd have to pay me a hefty sum, not just make it free.

 

[XiaNaphryz]

Just got mine. Way too early for it, but whatevs.

It's never too early for a frozen treat.

 

[ReturnOfTheRAT]

I pass a 7-11 each day going to and from work. May just stop in.

 

[Ephemeris]

Heading there after lunch

 

[johnny_park]

Anybody get one?

 

[Vilam]

Ah shit, it ended at 7pm? Whelp.

 

[Community Forum]

Got mine earlier in the day. Sugar-free even! Place was a madhouse, but everyone was really nice.

 

[highrider]

I got that free little slurpee last year. It was like a shot glass. I'm still a little upset about it.

 

[Demon Lizardman]

Meh, the 7 11 I went to had all the slurpee machines broke. YE GOBS!

 

[Ultratech]

I didn't know about this today.

And now I feel bad.

NOOOOOOOOOOOOOOOOOOOOOOO!