Slurpee: Slurpee tastes like…

Natasha Leporis

Campaign details

Brand: Slurpee
Brand owner: 7-Eleven
Lead agency: Isobar
Country: Australia
Industry: Iced drinks
Channels used: Online video, Social media
Media 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 this, we captured the sensation of drinking each new flavour into beautifully shot, weird and wonderful Instagram videos. Each week a new video with as much colour and detail as possible was released to Instagram building anticipation for each new flavour.