Slurpee ‘xpandinates’ the Slurpee experience in the latest campaign via Leo Burnett, Melbourne
Slurpee is famous for having no limitations when it comes to creative experimentation. However, this summer, competitor-frozen drinks hit back by heavily discounting to $1.
In response, 7-Eleven and Leo Burnett have decided to flip value on its head by unleashing the Xpandinator – a free device designed to give the drinker an expanded Slurpee experience.
For the first time, the Xpandinator exploits the prime real estate above the cup. It’s been deliberately designed to inspire consumers to spontaneously share it – either physically or through their own online social channels.
Says Kon Romios, senior brand manager for Slurpee: “The Xpandinator is an innovative and engaging limited edition device that provides our customers with greater value and a unique experience.
“The Xpandinator is a world first for Slurpee and has translated into our highest levels of consumer engagement. This fantastic innovation, brought to us by Leo Burnett resonates well with the core Slurpee consumer and has led to early sales growth.”
This is no ordinary piece of plastic – it enhances the consumer experience by allowing people to share more, mix more flavours and drink more. The Xpandinator has once again multiplied the Slurpee experience.
Xpandinators have been distributed to over 600 stores nationwide.
Says Jason Williams, Leo Burnett ECD: “As a creative company, it’s very satisfying for us to be able to affect our client’s business with genuine innovation. Our strong collaboration developing the Xpandinator with 7-Eleven is now paying off with promising consumer engagement levels.”
The Xpandinator promotion has rolled out through social, digital and point of sale channels. If you’re quick enough, you could still get your hands on a free Xpandinator of your own.
See fans whipping out their Xpandinators on Slurpee’s Facebook page.
Client: 7-Eleven (Slurpee)
Head of Marketing: Julie Laycock
National Brand and Communications Manager: Bill Kosmopoulos
Senior Brand Manager: Kon Romios
Assistant Brand Manager: James Pennycuick
Agency: Leo Burnett Melbourne
Executive Creative Director: Jason Williams
Creative Director: Andrew Woodhead Senior 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
Digital Producer: Steph Lee
Group Account Director: Sommer Hampson
Senior Account Manager: Nick Bennett
Product Development: TPF
Product Developer: Chris White
Sound Production: Gusto Music
11 Comments
Crazy good.
want.
Clever. Very slurpee thinking.
Well done for doing it different. Refreshing.
Silly. Seems like a 90s idea in this health conscience age.
Selling frozen drinks in winter. Ha ha ha. Only Slurpee.
This idea is Jamaican me thirsty
Slurpers will love it!
Love this, big time
Don’t laugh @Cold Feet – Manitoba, Canada is actually the Slurpee capital of the world.
Where can I get one? or two or three or four?