Transforming Slurpee for a New Generation with Marissa Jarratt, EVP, Chief Marketing and Sustainability Officer at 7-Eleven
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Marissa explores the history of Slurpee and 7-Eleven's new "Anything Flows" campaign.
“There's an element of Slurpee being both amusing and essential. It's almost like there's no good reason why it should exist. But also, that's exactly why it should exist. We need it for refreshing the mind, body, and soul.”
— Marissa Jarratt
7-Eleven has been a part of American culture for almost a century, and its most famous proprietary product, the Slurpee, has been delighting customers for decades. Ever wondered how the iconic 7-Eleven Slurpee came to be? Join us for an exciting conversation with Marissa Jarrett, EVP, Chief Marketing and Sustainability Officer at 7-Eleven, as she shares her journey and growth in the marketing space, dives into the history of Slurpee, and announces the exciting rebrand of this iconic frozen beverage.
Marissa leads the marketing strategy to “redefine convenience” at 7-Eleven for today’s digitally-savvy customers. She brings deep food and beverage knowledge and marketing expertise to 7-Eleven, having held multiple senior leadership positions: she served as VP of Global Snacks Marketing at PepsiCo, as SVP and Head of Marketing and General Manager for the Frozen Business Unit at Dean Foods Company, and as Chairwoman of the Board for Good Karma Foods, a plant-based food and beverage company.
Marissa has led the marketing strategies for some of America’s favorite brands, including Lay’s Potato Chips, Cheetos Snacks, TruMoo Chocolate Milk and Friendly’s Ice Cream, delivering business growth and building brand equity in the process. She was a finalist for the Path to Purchase Institute’s 2020 Women in Excellence Executive of the Year award and previously was recognized as a Top Woman in Grocery by Progressive Grocer, as a Rising Star by the University of Texas at Austin McCombs School of Business Hall of Fame, and as a “40 Under 40” Brand Innovator. Don't miss this insightful conversation with one of the industry's top marketing leaders!
Check out the key takeaways of this episode or the transcript below to learn how Marissa drives growth and sustainability at 7-Eleven.
Marissa's Early Career: Marissa’s journey in marketing began with her desire to use both sides of her brain, balancing creative and analytical pursuits. Her time at PepsiCo taught her how to build a brand and drive business growth, which prepared her for her current role at 7-Eleven.
Navigating Consumer Trends: 7-Eleven focuses on three key trends—catering to Gen-Z, addressing economic pressures faced by consumers, and innovation within the Convenience Store channel. By understanding the needs of Gen-Z, offering value, and constantly introducing new products, 7-Eleven aims to stay ahead of the competition.
Slurpee's New "Anything Flows" Campaign: The new "Anything Flows" campaign for Slurpee aims to resonate with Gen-Z through video and digital channels. The campaign is based on four key principles: electric joy, amplified taste, youthful spirit, and colossal presence, and features a new visual identity and capsule collection.
Leveraging First-Party Data for Marketing: 7-Eleven has a large loyalty program with over 90 million members, allowing the company to use valuable first-party data to better understand customer preferences and tailor marketing strategies, campaigns, and product offerings to better serve their needs.
Sustainability at 7-Eleven: As Chief Sustainability Officer at 7-Eleven, Marissa is responsible for the company's ambitious environmental goals in the future. This includes measuring and improving sustainability across the company's operations, from food and beverage to fuel and delivery services.
Career Advice from Marissa Jarrett: Marissa offers career advice for younger listeners, emphasizing the importance of learning, taking risks, working hard, being kind and nurturing curiosity. By staying true to one's values and pursuing personal growth, individuals can achieve success in their chosen field.
Originally published June 13, 2023
Listen to Marissa on the Speed of Culture podcast today to learn more to learn more about the rebrand and the exciting future of Slurpee!
