Slurpee: 'Bring Your Own' Cup Day

Slurpee, a self-serve frozen drink brand, targeted Australian youth with this campaign - which aimed to engage customers early in the spring with a one-off event to encourage them to keep buying through the summer.

Slurpee: 'Bring Your Own' Cup Day

Leo Burnett Melbourne

Advertiser: 7-ElevenBrand: SlurpeeCountry: 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 withinthe 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...

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