No better time than summertime for a Slurpee!
New work from Will
July 22, 2025
7-Eleven Canada partnered with creative agency WILL to create a social-first campaign to help Slurpee®, the iconic frozen favourite, connect with a new generation of fans during the busy summer months. Nostalgic summertime activity-sipping Slurpees, getting a brain freeze and blue, pink or orange tongues, we are all in. Are you?
With the market filled with copycats, Slurpee needed to re-establish its role as the original summer beverage. To stand out during this crowded season, WILL’s strategy positioned Slurpee as the simple, nostalgic answer to Gen Z’s desire to escape the stress of political uncertainty, economic pressures, and constantly being connected.
“For Gen Z, nostalgia isn’t about longing to return to a specific era. They’re looking to escape the feeling of always being ‘on’ and get back to a simpler, more carefree, fun-loving mindset. And a Slurpee is the embodiment of that headspace.”
Susana Pulla, Director of Marketing at 7-Eleven Canada.
To tap into the spirit of simpler, stress-free times, WILL worked with Gen Z creators and influencers to create “Slurpee Your Summer”. The campaign is built around candid, raw videos that showcase all the ways Slurpee helps people make the most of summer: hanging out with friends, the random moments in between the big moments, and embracing the freedom of being unapologetically yourself.
“We wanted the campaign to be true to our Gen Z audience. So instead of trying to imitate their unique aesthetic and style, we collaborated with them. We resisted the urge to make everything perfect and over-produced, and leaned into a more candid style that celebrated the random, quirky and irreverent moments of enjoying summer with your friends.”
WILL, Executive Creative Director Lisa Lebedovich.
To extend the campaign and build engagement, WILL collaborated with 7-Eleven Canada’s social agency, Viral Nation, to create an influencer-driven social contest that added an interactive component to the campaign. Slurpee lovers were challenged to create videos showing why they’re the biggest Slurpee fan for a chance to win special edition nostalgic Slurpee swag and the grand prize — a giant, 11-litre, 3-D printed Slurpee cup to fill with free Slurpee all summer long.
ABOUT WILL
WILL is a creative agency that focuses on the development and amplification of brands through a strong, strategic sense of purpose and emotional connection. Launched in October 2014, WILL employs 31 full-time staff, and works across most major industries. Clients include: London Drugs, Destination Vancouver, Teck Resources, Novus, Banff Lake Louise Tourism, Lush Cosmetics, Southern Alberta Institute of Technology, Royal Roads University, Canada Games Council, Trail Appliances, Doctors Manitoba, Winegrowers of BC, and the Canadian Paralympic Committee. IG: @willcreativeinc | FB: Qwillcreativeinc | X: @WillCreativeInc | IN: @will-creative-inc- | Vimeo: @hiwill
ABOUT 7-Eleven
Since the opening of its first Canadian store in 1969, 7-Eleven Canada, Inc. has evolved into a food & beverage destination, with over 8,500 team members serving millions of Canadian customers annually. Known for its iconic brands such as Slurpee®, Big Bite® and Big Gulp®, 7-Eleven Canada also offers high-quality fresh, locally made sandwiches, salads, and cut fruit, as well as pizza - hot from the oven in minutes 24/7, flaky croissants and cookies baked fresh in-store daily, and at select stores, Crispy Classic Chicken® hand-breaded & made fresh in-store daily with 100% Canadian chicken. 7-Eleven is a leader in innovation, offering customers 7-Select™ private brand products at an outstanding value. With the 7-Eleven app, customers can earn and redeem points for free food, drinks or even pay with points through its 7Rewards® loyalty program, place an order for delivery or in-store pick-up with 7Now®, or scan, pay & go with convenient Mobile or Self Check Out options. Headquartered in Surrey, B.C., 7-Eleven Canada operates 550 locations from Ontario through to B.C. W. 7-Eleven.ca | TikTok: @7ElevenCanada, @SlurpeeCanada | FB: @SlurpeeCanada | X: @slurpeecanada | IG: @7elevencanada | IN: @7-eleven/
Such a great campaign! Congrats WILL!
