@@img2DALLAS, TX, – 7-Eleven, Inc. (NYSE: SE) and Pepsi take a leap of faith this month to “Unleash their FrawgT” on an unsuspecting America. Targeted to teens and 20-somethings, Frawg is a new apple-flavored, caffeinated soda available exclusively at 7-Eleven® as a Slurpee® and a Big Gulp® fountain drink.
Culminating two years of focused product development that included dozens of flavor renditions, brand names and marketing ideas, the launch of Frawg marks several firsts: the first time a major soft drink company has created a new brand especially for a single retailer . the first time 7-Eleven has introduced simultaneous flavors on both the Slurpee and fountain machines . and the first apple-flavored carbonated beverage from one of the major soft drink companies. 7-Eleven has exclusive rights to Frawg for one year.
“With Frawg, we started with the customer first,” said Kevin Cooper, category manager for Slurpee and fountain. “In this case, teens and young adults, and worked with Pepsi to come up with a flavor profile and personality that we thought would appeal specifically to them. The process involved a lot more than just creating a new flavor; it was all about creating a ‘dare to be different’ attitude.”
“The 7-Eleven customers are savvy beverage consumers constantly looking for new products so it was important to create a unique flavor that could not be found anywhere else,” said Manny Rivera, group marketing manager, Pepsi-Cola North America. “Frawg is not only unique, it has a great refreshing taste that we think will be a big hit in the stores.”
The new tangy sweet apple drink with attitude is personified by its unofficial mascot, a green apple-colored frog character suited up as a ninja, in a leisure suit, board shorts, electric guitar and the like. Stepping out in store displays across the country, the Frawg’s giant three-toed footprint serves as part of the logo.
“The Frawg logo with the outrageous footprint communicates the ‘stepping out there’ mind-set of the customers we hope to reach,” Cooper said. “When you want something different, and want to stay one jump ahead of the crowd, step out and have a Frawg.”
A national television campaign of 15-second television spots, in-store displays as well as a presence on www.slurpee.com under the “Unleash Your Frawg” banner will help promote the new Frawg family of beverages.
About 7Eleven, Inc.
7Eleven, Inc. is the premier name and largest chain in the convenience retailing industry. Headquartered in Dallas, Texas, 7-Eleven, Inc. operates or franchises approximately 5,800 7-Eleven® stores in the United States and Canada and licenses approximately 22,700 7-Eleven stores in 17 countries and U.S. territories throughout the world. During 2004, 7-Eleven stores worldwide generated total sales of approximately $41 billion. Find out more online at www.7-Eleven.com.
Purchase, N.Y.-based Pepsi-Cola North America (www.pepsi.com) is the refreshment beverage unit of PepsiCo Inc. in the United States and Canada. Its U.S. brands include Pepsi, Diet Pepsi, Pepsi Edge, Pepsi ONE, Wild Cherry Pepsi, Pepsi Twist, Pepsi Vanilla, Mountain Dew, Diet Mountain Dew, Mountain Dew Code Red, Mountain Dew LiveWire, Sierra Mist, Sierra Mist Free, Mug, Slice, Aquafina, Dole single-serve juices, Tropicana Juice Drinks and SoBe. The company also makes and markets North America’s best-selling ready-to-drink iced teas and coffees, respectively, via joint ventures with Lipton and Starbucks.
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