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...