7-Eleven, Airheads Tout Mystery-Flavored SKUs

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7-Eleven, Airheads Tout Mystery-Flavored SKUs

By Cyndi Loza - 07/18/2018

7-Eleven has teamed with Perfetti Van Melle’s Airheads to launch a beverage and frozen treat inspired by the brand's "White Mystery" flavor under private label 7-Select.

The 7-Select Airheads White Mystery frozen push tube SKU and premium beverage (crafted by Jones Soda Co.) were first spotted in stores in June. Both items depict several question marks on the packaging to communicate the flavor is a mystery. However, according to Instagram user JunkFoodMom, the frozen SKU “tasted a lot like pineapple."

In stores, power wings stocking exclusive Airheads White Mystery candy bites tout the beverage and frozen items, encouraging shoppers to “check out these sweet White Mystery treats too.” A display ad on 7-eleven.com supports. 

7-Eleven and Airheads are also indirectly drumming up support for the SKUs by running an exclusive sweepstakes, awarding 100 winners 20,000 7Rewards points and 350 runners-up 10,000 points. Points are redeemable for snacks, candy, food or drinks. (For example, 10,000 points can be redeemed for 12 Big Gulp drinks, eight Mars Inc.'s Twix chocolate bars or six 28-ounce SKUs from PepsiCo's Gatorade.) Loyalty members are automatically entered into the sweeps with any Airheads purchase from June 27 to Aug. 28. Creative Zing Promotion Group, Orlando, FL, administers. 

7-Eleven is also working with a few other manufacturers to run similar summer-long sweeps. The retailer has partnered with:

  • Coca-Cola Co. to stage a "Predict and Score" sweeps, the largest FIFA World Cup promotion in the beverage giant's history. 
  • Core Nutrition to run a sweeps awarding a trip to see singer Demi Lovato perform in Rio de Janeiro. 7Rewards members enter by purchasing a 30-ounce Core Hydration SKU from June 27 through Aug. 28. Centra Marketing & Communications, Westbury, NY, administers. 
  • Living Essentials Marketing’s 5-Hour Energy for a sweeps awarding a trip to see Dierks Bentley live in concert in San Diego and be his onstage guitar handler. Members enter by purchasing a 5-Hour Energy or Tea SKU from June 27 through Aug. 28. Creative Zing administers. 
  • PepsiCo for a sweeps awarding 1,071 winners with a Doritos Blaze 3-ounce pack and a 20-ounce bottle of Mountain Dew Ice, and 2,142 other winners with the same beverage or pack of tortilla chips. Loyalty members enter by purchasing a Doritos Blaze pack and Mountain Dew Ice beverage from June 28 through Aug. 29.

A July 2 email from 7-Eleven and ads within the retailer's mobile application spotlight the aforementioned sweeps.