Slurpee is Australia’s best-loved frozen beverage. However in the summer of 2014, competitors had set their sights on the frozen drinks category. These goliath competitors were drastically outspending Slurpee in media, undercutting Slurpee prices by over a third and effectively slurping us dry.
With Slurpee sales in decline, our objectives couldn’t have been more clear or more challenging:
1. Win back frozen drink lovers who were being seduced by our competitors’ lower prices.
2. Achieve $60,000 in sales for each day of the campaign, achieving a total of $1.26mil across the period, nationally.
Our campaign approach for Slurpee breaks away from tradition in two ways:
1. It reframed value whilst growing brand affinity.
2. We made stuff that resonated, not ads.
We created the Xpandinator – a device that was designed to flip the idea of value on its head and socially engage fans in a way that our competitors simply couldn’t.
We created buzz around the invention by seeding it through social media, resulting in 250,000 Xpandinators being snapped up in under three weeks.
Over the full campaign period, Slurpee sales were up 21% compared to the previous year and exceeded objectives by 65%. For every $1 spent in media, the campaign returned $2.89 in revenue, an ROI of 289%.