Based on RaceTrac Insiders’ survey results, RaceTrac updates its frozen beverage logo.
This April, updated branding for RaceTrac’s Numb Skull frozen drink offering is set to debut in more than 380 RaceTrac stores.
In November 2014, RaceTrac was considering a rebranding effort for its Numb Skull frozen drink offering and decided to survey its most loyal guests, RaceTrac Insiders, to capture their feedback.
Insiders were asked for their thoughts around the beverage’s current logo and presented with four new logo options to consider. More than 4,200 Insiders participated and their insights led to a RaceTrac FCB image refresh for the first time in five years.
Eighty two percent of RaceTrac Insiders surveyed indicated they wanted to see a new logo for Numb Skull when they visited RaceTrac stores. Of those that desired a change, the majority selected “logo 3” as their favorite of the five options. After reviewing survey results, RaceTrac’s beverage and marketing teams came together to revamp the frozen cold beverage offering to reflect the desires of its loyal RaceTrac Insiders.