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)

Sound Production: Gusto Music