Every July 11 (7/11), 7-Eleven® invites fans to celebrate Slurpee® Day with its iconic frozen beverage – a free small Slurpee® drink. For Slurpee Day 2025, the brand set out to ignite cultural love for Slurpee drinks among new and existing audiences, sparking fresh excitement around this classic summer ritual. While nostalgia has long fueled affection for Slurpee drinks, the goal was to evolve Slurpee Day from a single-day giveaway into a culturally relevant moment driving brand relevance, social engagement and in-store traffic.
The campaign was centered on an unmistakable truth: a Slurpee drink is the only drink you rep even after you’re done enjoying it. The signature color mark left on the tongue is a colorful rite of passage every Slurpee drink fan knows. 7-Eleven gave taste buds across the country something to talk about with Slurpee® Tongue-Toos, the first-of-its-kind tongue tattoos activated by Slurpee drinks. With every sip came a surprise pop-of-color reveal, transforming ordinary tongues into the coolest canvases of the summer.
Each Slurpee Tongue-Too came to life in a few simple steps: sip, press and reveal – and unleash the iconic ‘S’ logo in a choice of four vibrant colors.
The recognizable color left behind after a Slurpee drink became the foundation of the creative campaign and transformed the color-marked Slurpee tongue into a moment of self-expression. With a goal of sparking nationwide conversation and driving widespread earned media coverage, 7-Eleven debuted the Slurpee Tongue-Too Takeover that transformed Slurpee Day into a social phenomenon.
After establishing a clear objective to evolve Slurpee Day into a culturally relevant moment, the team needed a way to refresh a long-loved tradition without losing the carefree spirit fans already adore. They leaned into one of the most iconic parts of Slurpee drink culture: the colorful tongue stain that lingers long after the last sip. Slurpee Tongue-Toos took that familiar moment and elevated it into a bright, playful symbol for the celebration. By building on a behavior fans were already sharing for fun, 7-Eleven created an instantly recognizable visual that felt true to the brand and impossible to miss.
From there, the campaign plan was built as a cultural takeover. The approach integrated PR, social, paid and experiential elements for the campaign to live across different channels – from retail shelves to social feeds. A refreshed visual identity, creator-driven storytelling and interactive tools encouraged fans to wear, share and participate – creating a multi-sensory celebration that amplified the joy and color of Slurpee Day.
PHASE I – Campaign Launch (July 1)
A hero film introduced the Slurpee Tongue-Too Takeover by using a gothic family to show how bold and expressive Slurpee Tongue-Toos are meant to be. In an all-black, color-averse household, a teenage girl reveals a bright blue Slurpee Tongue-Too, a tiny act of rebellion that instantly disrupts the family’s devotion to “the absence of color.” Her father’s over-the-top reaction turns the moment into a playful clash between conformity and creativity, positioning the Slurpee Tongue-Too as a symbol of standing out and embracing self-expression.
A two-phase press strategy anchored the campaign rollout, beginning with a preview announcement that created early conversation. Social teasers across brand channels built early awareness, while AR filters on Snapchat and Instagram allowed fans to try on virtual Slurpee Tongue-Toos tongues, establishing an accessible entry point for digital participation.
PHASE II (July 11)
By turning an ownable brand behavior into a cohesive creative platform, the Slurpee tongue became a distinctive brand asset that unified the campaign and reframed Slurpee Day as a celebration of creativity, self-expression, and community – something only Slurpee could authentically own.
The Slurpee Tongue-Too Takeover delivered record-breaking performance for Slurpee Day and met all core objectives across communications, marketing and business impact.
Communications Objective: Drive cultural visibility for Slurpee and strengthen its position as a summer icon.
Marketing Objective: Increase social engagement and Gen-Z participation.
Business Objective: Drive store traffic and Slurpee Day participation.
By turning a simple product ritual into a shareable moment, the Slurpee Tongue-Too Takeover not only surpassed Slurpee Day records but also cemented the brand as a summer icon for a new generation.
