Energy Drink Brand: 7-Eleven Cold Vault Fight
Red Bull and Monster own the 7-Eleven cold vault. The energy-drink buyer had declined 47 emerging brands the prior year. We needed door-3 slot before the back-to-school window.
Growth in Conversions
Energy drink brand needed 7-Eleven cold-vault placement across North America with planogram negotiation against entrenched competitors.
Content Optimization
MOART negotiated cold-vault placement, executed 4 promo cycles, and integrated with 7-Eleven's loyalty app for trial drive.
Organic Traffic
1682%
Dramatic Increase
Project Overview
The 7-Eleven cold vault is the most contested four feet of refrigerated retail space in North American convenience. Red Bull and Monster occupy doors 1 and 2 with non-negotiable category-leadership economics. Door 3 is the contested slot — and the energy-drink category buyer at 7-Eleven HQ declines roughly 47 emerging brands a year for that slot. The category requires both pack-format math and a real reason-to-shelf the buyer can defend internally.
Execution
We anchored the pitch in three things the buyer cared about: a 16-oz pack format that matched the cold-vault depth dimension, a flavor profile that pulled from the 18-24 demographic Red Bull doesn't dominate, and a Slurpee-adjacency placement story that connected the energy SKU to 7-Eleven's signature concept rather than just the vault.
4 promotional cycles were structured into the launch — single-can pricing, two-for promo, multi-pack offer, and a Slurpee+can bundle for back-to-school. Loyalty app integration drove trial offer redemption through the 7Rewards platform.
Project Results
3 SKUs across 8,247 7-Eleven North American stores, anchored on door-3 cold-vault placement. 4 promo cycles executed within 9 months. Slurpee+energy bundle hit 12% bundle attach during the back-to-school window, which earned the brand a Year Two end-cap addition at the highest-velocity 1,200 stores.
Conclusion
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