7-Eleven: Slurpee 'bring your own cup day'

This case study describes how, in a highly competitive market, 7-Eleven in Australia boosted sales of its self-service frozen drink, Slurpee.

7-Eleven: Slurpee 'bring your own cup day'

Leo Burnett Melbourne

What were the objectives for the creative work?

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. Slurpee sales are highly seasonal, with the core sales period being through the summer months. Each year, Slurpee kicks-off the Slurping season in...

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