Today I would like to share something about NATIONAL 7-ELEVEN DAY because it is
celebrated on 11th July every year. First time 7-Eleven Day was celebrated in 2002. On this day 7-Eleven staff encourages customers to visit their local 7-Eleven shops to enjoy their beverages free. 7-Eleven convenience store was started in 1927 under the name of Southland Ice Company with the logo Totem because people could conveniently "tote em" home their favourite items. After 1947, company expanded its hours from 7 a.m. to 11 p.m. and changed its name. To make Ice, 7-Eleven modified their machine made by Knedlik around 1966. They branded and licensed the frozen drink under the name Slurpee.
The day focuses on franchise customers. The chain offers discounts and often free Slurpee in their many flavors. Since July is known for its summer heat, the icy cold beverage is a popular choice for cooling off all summer long. The Slurpee debuted in 1966. While the machine already existed, 7-Eleven modified the machine made by Knedlik, which was used to make the Ice, and then branded and licensed the frozen drink under the name Slurpee. Advertising executive, Bob Stanford, gave the sweet, icy drink the name for the sound it makes as it is sucked through a straw.
The term brain freeze existed before 7-Eleven commandeered it in 1991 to replace ice cream headache or the more technical cold stimulus headache. In 1990, brain freeze was often used as a sports term to refer to athletes who faltered on the field. It also applied to the side effects of medications, especially if they affected our mental capacity. However, immediately after 7-Eleven supposedly redefined the phrase, sports columnists quickly reused the phrase to their benefit. Athletes still had a brain freeze when they made an error, but the columnists cleverly explained the player must have had a Slurpee before taking the field.
Compiled by Byju Joseph The Fabindia School

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