Slurpee: BYO Cup Day
Agency: Leo Burnett Melbourne
Advertiser: 7-Eleven Stores Australia
Author: B. Cliffe
Total Campaign Expenditure: Under $500K
Strategic communications challenge
Slurpee – the original self-serve frozen drink – plays an important role in 7-Eleven Australia's retail offer as a traffic driver for the all-important youth segment. Not only does the brand have to compete with heavily promoted chilled drink brands sold withinthe store, it also contends with a rapidly expanding 'Frozen Coke' offer in rival retail outlets, QSRs and cinema multiplexes. Slurpee sales are highly seasonal, with sales peaking during the...