On the 21 September 2011, ‘Bring Your Own Cup’ Day was born. In addition to driving sales, the objective was to create buzz and bonding with our most loyal drinkers and kick-start their consumption before the core summer sales period. Australians were given the freedom to bring anything they liked into a 7-Eleven store and fill it up with Slurpee – all for the price of a medium cup (A$2.60). Gumboots, vases, trophies, buckets, viking helmets – anything that fitted within the specially designed in-store gauge was fair game.
This campaign targeted our highly profitable ‘hardcore’ regular Slurpers, aged 15-18. Not only was the day a reward for Slurpers, it also enhanced their experience of the product by allowing them to choose how they drank Slurpee – a genuine opportunity to indulge their fantasies. Something no bottled or canned drink (or even Frozen Coke) could ever offer. Promoted through Facebook and activated in-store with posters and a launch event – it was a Slurper’s dream come true. The strategy was to reward consumers with what they love most of all – the product.
The strategy was a success in terms of building brand engagement among core users, and it was profitable. Daily volume sales increased dramatically as a result of BYO Cup Day. Sales also showed an uplift during the Facebook campaign which ran two weeks before the day. Additionally, BYO Cup Day also stimulated extra sales across the store as a whole.