SLURPEE XPANDINATOR

TitleSLURPEE XPANDINATOR
Brand7-ELEVEN
Product / ServiceSLURPEE
CategoryB02. Fast Moving Consumer Goods
EntrantLEO BURNETT MELBOURNE, AUSTRALIA
Entrant Company LEO BURNETT MELBOURNE, AUSTRALIA
Advertising Agency LEO BURNETT MELBOURNE, AUSTRALIA

Credits

Name Company Position
Jason Williams Leo Burnett Melbourne Executive Creative Director
Andrew Woodhead Leo Burnett Melbourne Creative Director
Robert Mcdowell Leo Burnett Melbourne Art Director
Isha Brown Leo Burnett Melbourne Art Director
Georgina Cahill Leo Burnett Melbourne Copywriter
John Trifonopoulos Leo Burnett Melbourne Production Manager
Tim Shelley Leo Burnett Melbourne Digital Art Director
Matt Peters Leo Burnett Melbourne Digital Designer
Chris Steele Leo Burnett Melbourne Social
Sommer Hampson Leo Burnett Melbourne Group Account Director
Nick Bennett Leo Burnett Melbourne Senior Account Manager
Julie Laycock 7/Eleven Head Of Marketing
Bill Kosmopoulos 7/Eleven National Brand And Communications Manager
Kon Romios 7/Eleven National Brand And Communications Manager
James Pennycuick 7/Eleven Assistant Brand Manager

The Brief

Slurpee is the world’s most loved frozen original frozen beverage and the only one on the planet that allows you to experiment with no limits. We needed to do something that not only reflected the brand’s mantra ‘Drink Different’ but create something that expanded it. Our role was to get fans engaged with brand in a way that was unique to Slurpee – if our competitors could do it, we shouldn’t. We needed to increase Slurpee’s value, without being detrimental to our profit.

Creative Execution

We used clever design to create a device that multiplied the Slurpee experience, in a way our competitors never could. We exploited the space that had never been explored before – above the cup and simultaneously gave Slurpee credibility in the frozen beverage value war. The Xpandinator allowed us to ignore the traditional media of our competitors; instead relying on its design to become a piece of unpaid ambient media. Slurpee is famous for it’s mix of irreverence and generosity – two values perfectly encapsulated in the Xpandinator.

Describe the creative solution to the brief/objective.

We decided to design something that spoke to the ‘Drink Different’ mantra but that would win back Slurpee fans in a way no other brand could. We invented the Xpandinator – a clip-on cup device designed to multiply the Slurpee experience. It was purposely created to flip value on its head and literally expand the Slurpee. Rather than discounting, we wanted to use creativity to increase sales, social presence and regain the fans we’d lost to competitors.

Results

The Xpandinator quickly became a catalyst for the biggest social media interaction in the brand’s history. On Instagram alone, we saw a 658% growth rate in followers and Facebook engagement tripled. By spending less than a quarter of our regular communication budget, sales went up 45% with people actively choosing Slurpee over cheaper competitor offerings. It stimulated conversation, driving people to socially share it physically and online. The success of the Xpandinator has lead to international 7-Eleven stores adopting the idea to Xpandinate their sales too.