Slurpee Xpandinator: Flipping value on its head

Principal author: Ilona Janashvili, Leo Burnett Melbourne
Contributing author: Emily Gould, Leo Burnett Melbourne

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.

Every $1 matters to Slurpers