Slurpee Xpandinator: Flipping value on its head
Slurpee under price attack
Slurpee is Australia's best-loved frozen beverage. However, in the summer of 2014 McDonald's and Burger King had set their sights on the frozen drinks category. These goliath competitors were dramatically undercutting Slurpee prices, only charging $1 for a frozen drink, compared with Slurpee's $2.90. In addition, they were fiercely outspending Slurpee in media1 and effectively slurping us dry. Sales began to tumble2.