7-ELEVEN SOFT DRINKS ON THE MARKET
By Adnews Staff
The 460 outlets in the 7-Eleven Canada convenience store chain now have their own house brand soft drinks. They are bottled by Cott Beverages of Toronto and sold under the Classic Selection label in five flavors: cola, diet cola, orange, sparkling grapefruit and black cherry. They are being pushed with radio and point-of-sale advertising which started in October, as well as with special gasoline-purchase promotions at stores connected with gas stations. Bryant Fulton & Shee of Vancouver is 7-Eleven's ad agency. In March this year Classic Selection Spring water went on 7-Eleven shelves. The retail chain's parent, Vancouver-based Southland Canada, is looking at other line extensions for 1996. Both the spring water and soft drinks were introduced in the United States first. Southland Canada is a subsidiary of Southland International which in turn is part of Southland Corporation which owns more than 14,000 7-Eleven stores around the world.