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 within the 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 summer months (and marketing investment in the brand follows this pattern).
In 2011, we wanted to do things differently. We wanted to kick-start the Slurping season in September with a promotion to engage core drinkers earlier in the year and to encourage them to begin their consumption of Slurpee earlier than they normally would.