Slurpee: 'Bring Your Own' Cup Day

Leo Burnett Melbourne

Advertiser: 7-Eleven
Brand: Slurpee
Country: Australia

Objectives

Slurpee - the original self-serve frozen drink - plays an important role in 7-Eleven Australia's retail offer as a traffic driver for the valuable youth segment (15-18 years olds who account for the majority of Slurpee sales). Not only does the brand have to compete with heavily promoted chilled drink brands sold within the 7-Eleven store, it also contends with a rapidly expanding 'Frozen Coke' offer in rival retail outlets, QSRs (Quick Service Restaurants) like McDonalds and Hungry Jacks (aka Burger King) and cinema multiplexes.

Kick-Starting the Summer

Slurpee sales are highly seasonal, with sales peaking during the summer months. Historically, marketing investment in the brand had followed the same pattern, with an annual brand campaign beginning in October (Australian spring) and running though the summer.