Effies
Australia
Slurpee Xpandinator: Flipping value on its head
Agency
Leo Burnett Melbourne
Client
7-Eleven
Awards
Bronze
Beverages
Case Study
Summary
Slurpee is Australia's best-loved frozen beverage. However, in the summer of 2014 McDonald's and Hungry Jack‟s 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 media and effectively slurping us dry. Sales began to tumble.
Case study
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Credits
| Authors | Ilona Janashvili & Emily Gould | ||||||||
| Executive Creative Director | Jason Williams | ||||||||
| Creative Director | Andrew Woodhead | ||||||||
| Art Director | Robert McDowell | ||||||||
| Art Director | Isha Brown | ||||||||
| Copywriter | Georgina Cahill | ||||||||
| Production Manager | John Trifonopoulos | ||||||||
| Digital Art Director | Tim Shelley | ||||||||
| Digital Designer/Editor | Matt Peters | ||||||||
| Social | Chris Steele | ||||||||
| Head of Marketing | Julie Laycock | 7-Eleven |