Leo Burnett 'Xpandinate' The Slurpee Experience
Slurpee is famous for having no limitations when it comes to creative experimentation, which has
seen it hold Australia’s favourite frozen beverage title for over 20 years. However, this summer, competitor-frozen drinks hit back by heavily discounting to $1.
In response, 7-Eleven and Leo Burnett have decided to flip value on its head by unleashing the Xpandinator – a free device designed to give the drinker an expanded Slurpee experience.
For the first time, the Xpandinator exploits the prime real estate above the cup. It’s been deliberately designed to inspire consumers to spontaneously share it – either physically or through their own
Kon Romios, Senior Brand Manager for Slurpee explained, “The Xpandinator is an innovative and
engaging limited edition device that provides our customers with greater value and a unique
experience.”
Romios continues, “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.”
This is no ordinary piece of plastic – it enhances the consumer experience by allowing people to
share more, mix more flavours and drink more. The Xpandinator has once again multiplied the
Slurpee experience.
Xpandinators have been distributed to over 600 stores nationwide.
Jason Williams, Leo Burnett ECD stated, “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 Xpandinator promotion has rolled out through social, digital and point of sale channels.
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
