Slurpee case study: How Leo Burnett’s ‘Bring Your Own Cup Day’ idea increased sales 270%
November 25 2011, 8:51 am | | 24 Comments
CASE STUDY: Slurpee is the different drink. You can pour, mix and fill your cup any way you like. But when Coke made an aggressive push of their copycat product, Leo Burnett, Melbourne had to make Slurpee different again.
So the agency changed one thing that’s always been the same – the cup. As reported by CB back in September, for one day, every 7-Eleven store in Australia let anyone bring in any ‘cup’ they liked to fill with Slurpee. Giving the customers total creative control over their drinking experience.
24 Comments
Wicked
Spewing i missed this and totally jealous.
“Slurpee is the different drink.”
Who wrote that case study? The office intern?
The fact that a client actually let this happen is pretty fucking cool. Can’t think of many that would have the balls to this.
This is pretty good. Well done.
So simple, yet so bloody good. Well done guys.
Great for making ’em famous.
Not surprised it got a good response, it’s basically giving the stuff away isn’t it.
The participation and reaction from the punters is exactly what every brand aspires to. Very sweet idea.
Really great idea, hope they do it again next year.
Brutally simple concept. Big fan.
Great thinking. Love it!!!
Forget the sales. Consumer engagement alone is worth its weight in gold.
Scrolling through all the different photos of people’s ‘cups’ gave me the biggest laugh I had that day. Just awesome.
Great to see that it wasn’t just school kids that got into it. A fun idea that resonated with a wide demographic. Nice work.
i like
Genius
This is what advertising should be about. Good work to all involved but particularly the client. This is the type of good idea that never gets out of concept stage due to the client going “oh but we couldn’t really let them bring anything as a cup”. Finally one survived.
Just out of interest, if the patron drinking from a boot gets sick, can they sue 7/11?
You’re right BK. Great idea and great client.
Brave.
One of the better promos going around. Can see why it was a success.
Yeah i’m sold. I don’t even like Slurpees that much but I feel totally ripped off for NOT buying one.
And it’s piss funny.
You had me at BYO.
Hey I got a great idea… free beer.
Oh wait, someone did it for slurpee.
Leo’s Melb are generally killing it on 7/11.
The outdoor campaigns have some of the best art direction in recent memory.
It’s great as fuck.