Want an adventure this summer? Do you want to solve a mystery? Wait, maybe we should be asking if you like Sour Patch candy. Well, 7-Eleven
once again is elevating its marketing messaging via grocerant niche interactive
participatory food marketing while extending its brand invitation. That my
friends is a very good thing, simply because it works. That according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.
How are you creating new
new partnerships can drive sales in foodservice today as your brand is
searching for the new electricity to
help drive the brand forward. Ask yourself do I need a push our brand forward
in search of new electricity? 7-Eleven who franchises
and/or licenses more than 77,063 stores in 16 countries and regions, including
16,174 in North America continues to garner new customers. Maybe you should be
According to Johnson, “Brand relevance is
in part driven with innovation in new food products in combination with new
avenues of distribution all of which are the platform for the new
electricity.” That said, what
are you waiting for?
Battle for Share of Stomach
Johnson stated “that in my minds-eye the
new electricity must be very efficient for the supply and includes such things
as fresh foods, developing brands, unique urban clothing, grocerant
positioning, Fresh food messaging, autonomous delivery, cashier-less
retail, plates, glasses, cash-less payments, digital hand-held marketing.
All retailers to survive the next
generation of retail must embrace the artificial intelligence revolution
while simultaneously embracing fresh food that is portable, fresh, with
differentiation that is familiar not different.
7-Eleven’s latest invitation is seeking trial
by offering a mysterious new flavor to candy fans (adults and kids). So,
7-Eleven is the exclusive retail location that you can buy a Mystery Kids
flavor-only package of Sour Patch Kids candy this summer.
The partnership is with Mondelēz International Inc.,
who launched the Sour Patch Kids
Sweepstakes and Instant Win Game to celebrate the introduction of the candy
brand's new flavor. Consumers are invited to try the "sweet, then
sour" mystery flavor and submit a guess to win a $50,000 grand prize or
nearly 200 other prizes, including a camera, tablet, mini drone and a detective
pack to solve the next big case. While the mystery flavor can be found in mixed
flavor packages elsewhere.
This is one case where the size of the
chain matters, as 7-Eleven is the only retailer where fans can buy packages of
Mystery Kids Flavor alone. This partnership shows the power of a larger
brand. However, don’t think regional
companies can do the same thing with other ‘regional’ companies near them.
This contest is available at
participating 7-Eleven stores while supplies last, the eight-ounce sharable
package of Mystery Kids Flavor has a suggested retail price of $2.89. Cany
lovers aka detectives can enjoy two packs for $4 until June 29, maximizing
their chances of solving the flavor mystery.
Brooke Hodierne, 7‑Eleven vice president
of merchandising, stated, "When the Sour Patch Kids team said they were
introducing their first-ever mystery flavor, 7‑Eleven immediately wanted in on
the fun,". "We've shared several successful exclusives in the past
featuring everyone's favorite sour candy, including a zombie pack, a flavor
showdown between Redberry and Blue Raspberry, and the No. 1 limited-time
Slurpee flavor — Sour Patch Kids Watermelon. This year, discerning taste buds
become detectives … so to speak, and the flavor fans who solve the mystery
could earn a sweet reward."
Clues about Mystery Kids Flavor can be
found on packages and will be posted weekly on Sour Patch Kids social media
channels. We ask, what are you waiting for?
international corporate presentations, regional chain presentations,
educational forums, or keynotes contact: Steven Johnson Grocerant Guru® at Tacoma, WA
based Foodservice Solutions. His
extensive experience as a multi-unit restaurant operator, consultant, brand /
product positioning expert, and public speaking will leave success clues for
all. For more information visit GrocerantGuru.com, FoodserviceSolutions.US or call