Unleash Your Frawg'

Published in CSP Daily News

7-Eleven teams with Pepsi on exclusive soft drink

DALLAS -- 7-Eleven Inc. and Pepsi will unleash their Frawg on the public this month. Targeted to teens and 20-somethings, Frawg is a new apple-flavored, caffeinated soda available exclusively at 7-Eleven stores as a Slurpee and a Big Gulp fountain drink.

Culminating two years of focused product development that included dozens of flavor renditions, brand names and marketing ideas, the launch of Frawg marks several firsts: the first time a major soft-drink company has created a new brand especially for a single retailer; the first time Dallas-based 7[image-nocss] -Eleven has introduced simultaneous flavors on both the Slurpee and fountain machines; and the first apple-flavored carbonated beverage from one of the major soft-drink companies. 7-Eleven has exclusive rights to Frawg for one year.

With Frawg, we started with the customer first, in this case, teens and young adults, said Kevin Cooper, 7-Eleven's category manager for Slurpee and fountain. [We] worked with Pepsi to come up with a flavor profile and personality that we thought would appeal specifically to them. The process involved a lot more than just creating a new flavor; it was all about creating a dare to be different' attitude.

The 7-Eleven customers are savvy beverage consumers constantly looking for new products, so it was important to create a unique flavor that could not be found anywhere else, said Manny Rivera, group marketing manager, Pepsi-Cola North America, Purchase, N.Y. Frawg is not only unique, it has a great refreshing taste that we think will be a big hit in the stores.

The new tangy-sweet apple drink with attitude is personified by its unofficial mascot, a green apple-colored frog character alternately suited up as a ninja, in a leisure suit, board shorts, electric guitar and the like.Stepping out in store displays across the country, the Frawg's giant three-toed footprint serves as part of the logo.

The Frawg logo with the outrageous footprint communicates the stepping out there' mind-set of the customers we hope to reach, Cooper said. When you want something different, and want to stay one jump ahead of the crowd, step out and have a Frawg.

A national television campaign of 15-second television spots, in-store displays as well as a presence on www.slurpee.com under the Unleash Your Frawg banner will help promote the new Frawg family of beverages.