Slurpee: Slurpee tastes like…

This case study describes how Slurpee, Australia's oldest and favourite frozen beverage, used an unorthodox approach on social media to create excitement around each of its 13 new flavours and help Slurpee stand out in a market full of impersonators.

Slurpee: Slurpee tastes like…

Natasha Leporis

Campaign details

Brand: SlurpeeBrand owner: 7-ElevenLead agency: IsobarCountry: AustraliaIndustry: Iced drinksChannels used: Online video, Social mediaMedia budget: Up to 500k

Executive Summary

Each year, Slurpee runs Flavour Fest: a 13-week-long flavour extravaganza when 13 new flavours are introduced into 7-Elevens around Australia. The challenge was to use social media to create excitement around each new flavour and help Slurpee stand out in a market full of impersonators.

But there was a problem: people cannot see what Slurpee tastes like. To solve...

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