Slurpee Xpandinator: Flipping value on its head

Ilona Janashvili, Emily Gould, Jason Williams, Andrew Woodhead, Robert McDowell, Isha Brown

Campaign details

Brand owner: 7-Eleven
Lead agency: Leo Burnett Melbourne
Brand: Slurpee Xpandinator
Country: Australia
Industry Iced drinks
Channels used: Direct marketing, Email marketing, Events & experiential, Internet - display, Mobile & apps, Online video, Outdoor, out-of-home, Packaging & design, Point-of-purchase, in-store, Radio, Social media, Word of mouth, advocacy
Media budget: Up to $500k

Executive Summary

Slurpee has always been Australia's best-loved frozen beverage. It's the original drink that invented frozen beverages; its name is used to describe an entire category. In early 2014, Slurpee was under intense price attack by the big guys. Rather than panic-drop prices to compete, we embraced the brand mantra of 'Drink Different' and invented the Xpandinator. Truly understanding our audience and their behaviour with Slurpee enabled us to create an experience that lived above the cup, treating the drink and the cup as powerful communication channels and reframing value whilst growing brand affinity.

Market Background and Objectives