Slurpee BYO Cup Day Encourages People to Fill Up Anything
Katherinev123 — November 25, 2011 — Marketing
References: creativity-online & psfk
If you could fill up anything with Slurpee, what would it be? This is the question the Slurpee BYO Cup Day campaign asked of Australian Slurpee fans, and the results were interesting, to say the least.
Created by Leo Burnett Melbourne, the Slurpee BYO Cup Day campaign was launched by the company to battle Coca-Cola's recently released copycat product. Because the cup is one thing Slurpee never changed about its brand, the company decided now was the time. For one day only, 7-Eleven customers were allowed to bring whatever they wanted to fill with Slurpees and all they had to pay was the price of a medium Slurpee. As you'll see from the video, nothing was off limits -- customers brought fish bowls, helmets, shoes, briefcases and even KFC buckets!
In the end, the Slurpee BYO Cup Day proved to be a great success. According to the case video, the company's sales increased by 270 percent and over 320,000 liters of Slurpee was sold.
Created by Leo Burnett Melbourne, the Slurpee BYO Cup Day campaign was launched by the company to battle Coca-Cola's recently released copycat product. Because the cup is one thing Slurpee never changed about its brand, the company decided now was the time. For one day only, 7-Eleven customers were allowed to bring whatever they wanted to fill with Slurpees and all they had to pay was the price of a medium Slurpee. As you'll see from the video, nothing was off limits -- customers brought fish bowls, helmets, shoes, briefcases and even KFC buckets!
In the end, the Slurpee BYO Cup Day proved to be a great success. According to the case video, the company's sales increased by 270 percent and over 320,000 liters of Slurpee was sold.
Trend Themes
1. Personalized Product Experiences - Allowing customers to bring their own containers for products creates a unique and personalized experience.
2. Novelty Marketing Campaigns - Creating campaigns centered around unconventional ideas and experiences can capture consumer attention and drive sales.
3. Brand Differentiation Strategies - Taking advantage of unique brand elements, such as Slurpee cups, can help companies stand out from competitors.
Industry Implications
1. Food and Beverage - The food and beverage industry can explore opportunities to create customized and interactive experiences for customers through campaigns like BYO Cup Day.
2. Marketing and Advertising - The marketing and advertising industry can assist companies in developing innovative and attention-grabbing campaigns that drive sales and increase brand awareness.
3. Retail - Retailers can benefit from implementing creative strategies like BYO Cup Day to create buzz, attract customers, and boost sales.
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