When market data indicated that lemonade consumption was on the rise, particularly among those under 18, 7-Eleven took to social media to investigate the trend, explained Laura Gordon, VP of marketing and branding innovation for the c-store chain, during last week’s Brand Activation Association’s Marketing to the Omni-Channel Shopper event in New York. “[Users] told us that it wasn’t just lemonade that they were drinking, but blended flavors. That armed us with the ...

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