Slurpee: Sentai

Phil Seven Corporation needed to halt declining sales of its Slurpee brand in the Philippines. In order to do so it positioned the frozen drink as an ideal after-school snack that would allow the target audience of 16 to 19-year-olds to spend extra time with their friends before heading home.

Slurpee: Sentai

Viboy Palillo

Campaign details

Brand owner: Phil Seven CorpAgency: Lowe PhilippinesBrand: SlurpeeCountry: PhilippinesChannels used: Internet - general, Point-of-purchase, in-store media, TelevisionMedia budget: 500k - 1 million

Executive summary

Slurpee sales were in a steep decline in the Philippines. The 16 to 19-year-old teens that comprised its target no longer found the brand relevant, given the wide range of beverage options now available. 'Brainfreeze', the unique sensorial benefit that distinguished Slurpee, no longer compelled its target.

To reignite Slurpee's appeal amongst teens, the brand leveraged their instinctive need...

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