Slurpee Xpandinator: Flipping value on its head

This case study describes how Slurpee, a frozen beverage in Australia, created a brand experience to grow brand affinity whilst under price attack from competitors.

Slurpee Xpandinator: Flipping value on its head

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

Campaign details

Brand owner: 7-ElevenLead agency: Leo Burnett MelbourneBrand: Slurpee XpandinatorCountry: AustraliaIndustry Iced drinksChannels 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, advocacyMedia 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...

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