During the 2010 interim elections, President Obama began increasingly using this car in ditch/Slurpee line in his stump speeches. We laughed at first. But the more we heard it, the more we recognized an immediate opportunity. But we knew we had to act fast.

Within 48 hours of that realization, we had launched the Slurpee Unity Tour — a cross country road trip promoting the peace and harmony that a Slurpee can represent. We even had a new flavor, Purple for the People, that we sampled at every step along the way. The goal was to get to Washington, DC, where we would host an official Slurpee Summit and invite President Obama and Speaker Boehner to share a Slurpee in a bipartisan spirit.

The media loved it. And it gave 7-Eleven significant relevance during a nasty political season. We ended the trip with a free concert by Blues Traveler and a four-hour celebration blocks away from the White House.

We didn't ever see the President or Speaker. But because it was covered by almost every network, I'm pretty sure they saw us.

If was named Best Promotion of 2011 and was shortlisted by Cannes.