July 2002

Taylor|Sprules Develops Packaging for 7-Eleven Carbonated Beverages

In response to consumer and franchisee demand throughout the United States, 7-Eleven released a much anticipated diet sparkling water beverage under its private label brand, 'Classic Selection'. New for Summer 2002, the Classic Selection release is poised to help celebrate 7-Eleven's 75th Anniversary year. Taylor|Sprules Corporation accepted the challenge to create a unique label to help attract first-time buyers and build an 'ask for it by name' following. Taylor|Sprules worked in close consultation with its strategic partner StonePoint Inc. who is the supplier to 7-Eleven Inc.

T|S used its extensive packaging experience to build an integrated program that differentiated the new product from its competitors. Placed in a highly competitive marketplace and vying for recognition within the coolers located in 7-Eleven stores, it was essential that the Classic Selection product stand out from well established brands. T|S designed a unique frosted label on a clear substrate to highlight the refreshing taste of the real fruit beverage and to reveal the calorie free and caffeine free clear beverage behind the label. Pictures of real fruit, the use of bright colours and clear communication of flavour established the drink as the right choice for buyers looking for a healthy refreshing thirst quencher.

Classic Selection Diet Sparkling Water Beverages will arrive in 7-Eleven stores in the United States in Black Cherry, Kiwi Strawberry and Summer Peach (West Coast only).

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