CASE STUDY: 7-Eleven defends Slurpee's market share

Background

7-Eleven's signature frozen drink Slurpee was starting to face increasing competition in its segment.

Aim

The convenience store needed to remind people that there is only one Slurpee and champion the brand's value, rooted in the personalisation of flavour and colour. 

Execution

In partnership with Leo Burnett Melbourne, 7-Eleven created a 'Bring your own cup (BYO) day' challenging people to fill any receptacle of their choice with the delicious cold drink. 

Results

Australians showed up with boots, briefcases, teakettles, water coolers and much, much more to affect a spike in sales and the largest single day of Slurpee sales in 7-Eleven's history anywhere in the world.

A total of 34,000 vessels were filled—an average of 65 per store.

Active Facebook users grew by 199 per cent month-on-month with a 30 per cent increase in total users during the campaign. The social network also recorded a total of 89,099 mentions or interactions, 638,254 impressions and five new posts every minute.  

Credits:

Campaign Bring your own cup (BYO) day
Client 7-Eleven / Slurpee
Creative agency Leo Burnett Melbourne
ECD Jason Williams
Creative group head Andrew Woodhead
Copywriters Elle Bullen, Eamonn Dixon, Andrew Woodhead
Art director James Orr