Slurpee: Slurpee Xpandinator: Flipping value on its head

Slurpee, the frozen drink sold in 7-Eleven outlets, is Australia's best-loved frozen beverage. However, in the summer of 2014, the brand's competitors were heavily discounting, and flooding the market with media budgets that were 10 times bigger than Slurpee's. The brand needed to do something that not only reflected its mantra, 'Drink Different', but that won back frozen drink lovers. As a response, it created the Xpandinator a goofy clip-on device that enabled consumers to experiment with more flavours and drink more volume. It became a popular subject on social media, and helped the brand exceed its short-term sales targets. The gap between 7-Eleven and its rivals widened again, and the campaign is estimated to have generated a profit ROI of AUSD 3.96 for every AUSD 1 spent.