7-Eleven: Slurpee Xpandinator
Slurpee under intense price attack by the big guys
The approach for Slurpee breaks away from tradition in two ways:
- Reframed value whilst growing brand affinity.
- We made stuff, not ads.
Slurpee under attack
Slurpee has always been Australia's best-loved frozen beverage. It's the original drink that invented frozen beverages, its name is used to describe an entire category.
However, during the summer of 2014, competition became brutal as other big retailers set their sights on frozen drinks. The likes of McDonalds and Hungry Jacks began drastically price discounting....