Slurpee: Sentai

Viboy Palillo

Campaign details

Brand owner: Phil Seven Corp
Agency: Lowe Philippines
Brand: Slurpee
Country: Philippines
Channels used: Internet - general, Point-of-purchase, in-store media, Television
Media 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 to socialise. It made Slurpee a rallying point for teens before they head home from school and encouraged it as a habit to look forward to sharing regularly with friends. The campaign featured teens and their friends as protagonists in an imaginary TVC episode involving a popular, youth-oriented Japanese sentai. This led to significant sales growth.

Market background and business objectives