Slurpee responds to discounting assault with the 'Xpandinator'

Leo Burnett Melbourne, the agency which engineered Slurpee’s famous ‘BYO Cup Day’, has again ramped up customer engagement with the frozen drink brand by creating an ‘Xpandinator’ for Slurpee’s cups.

Looking like a UFO sitting on top of the tops, the ‘Xpandinator’ utilises the “prime real estate” above the cups by letting fans collect more of the frozen beverage.

“The Xpandinator is an innovative and engaging limited edition device that provides our customers with greater value and a unique experience,” Kon Romios, Slurpee senior brand manager, said.

“The Xpandinator is a world first for Slurpee and has translated into our highest levels of consumer engagement.

“This fantastic innovation, brought to us by Leo Burnett resonates well with the core Slurpee consumer and has led to early sales growth.”

The Xpandinators are available for free and have been distributed to more than 600 7-Eleven stores nationwide.

Jason Williams, Leo Burnett Melbourne ECD, added: “As a creative company, it’s very satisfying for us to be able to affect our client’s business with genuine innovation. Our strong collaboration developing the Xpandinator with 7-Eleven is now paying off with promising consumer engagement levels.”

The promotion has been pushed out via social, digital and point of sale channels. To see fans’ response to the plastic add-on click here.

Leo Burnett said the campaign was launched in response to competitors heavily discounting their products to $1 over summer.

Leo Burnett Melbourne is also behind Slurpee’s now famous ‘BYO Cup Day’ which allows Slurpee fans to bring just about any item that can hold liquid into a 7-Eleven store and fill it with their favourite combination of the drink.

CREDITS: Client: 7-Eleven (Slurpee) Head of Marketing: Julie Laycock National Brand and Communications Manager: Bill Kosmopoulos Senior Brand Manager: Kon Romios Assistant Brand Manager: James Pennycuick Agency: Leo Burnett Melbourne Executive Creative Director: Jason Williams Creative Director: Andrew Woodhead Senior Art Director: Robert McDowell Art Director: Isha Brown Copywriter: Georgina Cahill Production Manager: John Trifonopoulos Digital Art Director: Tim Shelley Digital Designer/Editor: Matt Peters Social: Chris Steele Digital Producer: Steph Lee Group Account Director: Sommer Hampson Senior Account Manager: Nick Bennett Product Development: TPF Product developer: Chris White Sound production: Gusto Music

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