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 electricity? Today, 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 as well.
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?
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 1-253-759-7869