Millennial, Gen-Z Media Opps: 7-Eleven announces new Slurpee look with brand campaign (Score 23)

Sales lead: Get in touch now to offer last-minute campaign ad space. 

• 7-Eleven just kicked off a campaign called "Anything Flows" to promote Slurpee's new logo and cup design. 
• The campaign includes four sports ranging from 6-, 15-, and 30-seconds.
• They will be supported across broadcast, CTV, radio, streaming audio, display, social, and search.
• The push is scheduled to run through August. 

Target demographic: Gen-Zers & millennials 

The company will likely:

• Significantly increase ad spend throughout the summer
• Rebrand other products
• Seek new agency partners (current relationships are past average tenure)

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: 7-Eleven spent close to $1.2m on national TV ads YTD, close to the $1.1m spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend dropped by 40% from $2m in 2021 to $1.2m in 2022. 
• Ad programming: It placed ads during programming such as Family Feud, NBA Basketball, Today, ABC World News Tonight With David Muir, and Jeopardy!. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: 7-Eleven spent nearly $1.3m on digital display ads YTD, a 59% decrease from $3.2m spent in this channel during the same time period of 2022. 
• YTD data: 152.7m impressions via YouTube (38%), Instagram (36%), Facebook (22%), mobile display (2%), and desktop display (2%). 
• 2021-2022 spend: Full-year spend plummeted from $10m in 2021 to $3.6m in 2022. 
• Ad location: It placed 97% of these ads directly onto sites such as youtube.com, instagram.com, facebook.com, hawaiinewsnow.com, and indianexpress.com. It placed 3% of these ads through multiple indirect channels onto sites such as yahoo.com, gamefaqs.gamespot.com, football.fantasysports.yahoo.com, foxsports.com, and answers.com. 

Additional channel insights  

• Vivvix: 7-Eleven also invests in OOH, print, and local broadcast. 
  • It holds media planning discussions in Q4, and it buys during Q3. 
• Top podcasts sponsored: Today, Explained, Thrivetime Show | Business School without the BS, Lex Fidman Podcast, RHLSTP with Richard Herring, and The Daily Beans. 

Agency analysis:

• Opportunity: I believe these relationships are past the three-year average agency tenure, so reach out to see if 7-Eleven plans on making any changes to its roster. 
• Current roster:
  • 360i: creative & digital
  • Global Media Group: media buying & planning
  • Ketchum South: PR