Freshworks Chills Out for Slurpee

DALLAS A television spot entitled “Snowman” is one of the first ads for convenience store chain 7-Eleven from Omnicom Group’s Freshworks, a team led by TracyLocke, the agency said.

Airing through the holidays, the TV commercial shows a snowman changing colors from white to green as he sips on a Slurpee Brainfreeze that alters his coal eyes and carrot nose because of its coldness.

The spot was produced by Rhythm & Hues in Los Angeles, best known for visual effects in the recently released Chronicles of Narnia movie. Stephen Cullo provided the commercial’s musical score.

“It’s a greeting card to our customers,” said Doug Foster, vice president of marketing for 7-Eleven, “and while the month of December might seem a strange time to air a spot about a frozen beverage, some of the top markets for Slurpee drinks are the ones with the coldest temperatures.”

Slurpee celebrated its 40th birthday this year, and since its inception, more than 8 billion have been sold, according to 7-Eleven.

TracyLocke and its Omnicom partners retained the 7-Eleven account in a review earlier this year. In repositioning its marketing for the client, TracyLocke, The Promotions Network, Dieste Harmel & Partners and The Integer Group combined resources to create the Freshworks team. The group handles promotions, point-of-purchase and marketing communications as well as print and broadcast advertising.