Slurpee: Flavour Fest: How Slurpee started summer early
With competitors lowering prices and expanding flavour ranges, Slurpee, the frozen drink distributed in Australia's 7-Eleven stores, faced tough sales challenge. Rather than get into a price war, the brand wanted to bring forward sales from summer to spring, and create a mechanism to encourage and reward repeat and incremental sales.This case study explains how the Slurpee Flavour Fest borrowed elements from the world of music festivals to foster sampling and loyalty. For just one Australian dollar, Slurpers could purchase a wristband that entitled them to a discount every time it was scanned in-store. Consumers were also entered into a daily prize draw. The campaign generated an estimated gross profit ROI of AUSD 6.06 for ever AUSD 1 spent.