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 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 right information to go and talk about this to Dr. Pepper Snapple," she explained. “We said summer is coming and if we can create something together that would make the summer ‘awesummer,’ because that was our promotional program for the summer.”
The companies co-created an exclusive limited-time, all-natural drink called Lemon Daze Snapple in Lemonade, Pink Lemonade and Mango Lemonade flavors, which sold two for $2.22 from June 24 to Sept. 5, 2013.
“Exclusive products and services that are category drivers are truly, truly incremental business opportunities for both our partners and 7-Eleven,” Gordon said.
7-Eleven helped incite trial of Lemon Daze by offering app users a mobile coupon for a free 16-ounce bottle of Lemon Daze on Aug. 20, in celebration of National Lemonade Day, which was created by 7-Eleven. The chain gave away 18,000 bottles of the new product in less than a half-day.
Awareness was boosted via social media. “We talked about it and our guests talked about it, and that whole storytelling element turned National Lemonade Day into a unique experience," Gordon said.
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