7-ELEVEN Slurpee's bold new look dares Malaysians to be confident

7-ELEVEN's Slurpee drink is getting a bold new look and to celebrate, it has launched a new campaign daring Malaysians to be brave. 

The campaign, titled "#BeraniKeranaSlurpee" (Brave because of Slurpee), positions the drink as liquid courage that enables a confident attitude. 

It also acts as a rallying call for Slurpee fans to be confident in doing the things they love, everyday. 

Don't miss: 7-ELEVEN MY refreshes brand look with animated, hip-hop campaign

Kicking off the campaign is a short film that was released on 21 May. The film, titled Rain or Shine, sees a woman sitting on a chair and drinking a Slurpee when it is sunny out. 

Behind her, a man is seen trimming the leaves of a plant. A woman is seen sweeping behind her too. 

The weather changes and gets gloomy. The unbothered woman casually opens an umbrella and continues to drink her Slurpee as it begins to pour. 

Rain or Shine is the first of three videos, soon to be revealed. 

In addition, 7-ELEVEN held two on-ground events near Lot 10 and 1st Avenue. Visitors enjoyed free Slurpees in the new cups and could try their hand at decorating personalised cups for their icy drinks. 

Visitors who shared a photo or video of their 'berani' (brave) experiences on 7-ELEVEN's socials with the hashtag #BeraniKeranaSlurpee managed to bring home a free tote bag. 

One last hurrah to celebrate #BeraniKeranaSlurpee is planned at Jalan Tan Hiok Nee from 31 May to 2 June 2024. 

“We didn’t just want to refresh Slurpee’s look. We also wanted to give it a new personality that reflects that radical visual uplift," said a spokesperson from 7-ELEVEN. 

The campaign was created in collaboration with Naga DDB Tribal. 

"It’s bold, it’s edgy, it’s pure attitude without going into the territory of being unwelcoming. Because in the end, it’s about getting people together and enjoying Slurpee without worry,” said a representative from Naga DBB Tribal. 

#BeraniKeranaSlurpee follows 7-ELEVEN Malaysia's recent brand refresh and its campaign, "Senang Lenang Dengan 7-ELEVEN" (Easy Peasy with 7-ELEVEN).

The campaign aimed to see 7-ELEVEN regain relevance in the hearts and minds of a new generation of Malaysian consumers and its dominance as an ultra-competitive retailer.

In order to appeal to a younger demographic, an animated-mix-live-action music video and original hip hop track were produced, both entirely from scratch. 

Aside from adding a much-needed youthful exuberance to the brand, the music video also introduced Malaysians to a friendly, trendy and rap-loving 3D brand ambassador for 7-ELEVEN, named Even, who made its debut during the Raya season.

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