7-eleven Design & Branding BYO CUP DAY by Leo Burnett Melbourne

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Industry Retail, Distribution & Rental companies
Media Design & Branding
Market Australia
Agency Leo Burnett Melbourne
Creative Group Head Andrew Woodhead
Executive Creative Director Jason Williams
Art Director James Orr
Copywriter Elle Bullen, Robbie Brammall Eamonn Dixon
Released September 2011

Credits & Description

Category: Special Editions & Promotional Packaging
Advertiser: 7-ELEVEN
Product/Service: SLURPEE
Executive Creative Director: Jason Williams (Leo Burnett Melbourne)
Creative Group Head: Andrew Woodhead (Leo Burnett Melbourne)
Art Director: James Orr (Leo Burnett Melbourne)
Copywriter: Elle Bullen (Leo Burnett Melbourne)
Group Account Director: Ari Sztal (Leo Burnett Melbourne)
Copywriter: Eamonn Dixon (Leo Burnett Melbourne)
Media placement: Posters - Instore/Bill Poster - 7 September 2011
Media placement: Online - Facebook - 7 September 2011
Media placement: Packaging - Instore - 7 September 2011

Describe the brief from the client
Slurpee has always been a different kind of drink. It lets people pour, mix and fill their cup any way they like. However, in 2011 more and more copycat competitors entered the Australian frozen drink market. This included an aggressive advertising push from Coca-cola that threatened the Slurpee brand’s no.1 position. Slurpee needed to remind drinkers why the loved the brand. They asked us to find a way to make them different again.

Describe the challenges and key objectives
The idea itself posed our greatest challenge. To make our product different to everything else out there we decided to change the one thing that had always been the same – the packaging. However, giving total creative control to the customer had its inherent dangers – What would they bring? How big would it be? Would they bring anything at all?

Describe how you arrived at the final design
For 1 day the nation was handed total creative control of our packaging. Instead of being restricted to a small, medium or large cup, people could fill up anything they liked with Slurpee. We got them thinking by asking our 150,000 Facebook friends; “If you could fill up any cup with Slurpee, what would it be?” It wasn’t long before they were concocting up thousands of ideas. The best suggestions formed an outdoor campaign. On September 21, 2011, every Slurpee customer held their own original creation, making it the most personal and unique packaging of any brand.

Give some indication of how successful the outcome was in the market
We gave Australia total creative control of our packaging, and they responded by creating over 80,000 original ‘cups’. And they filled them up with over half a million litres of Slurpee. They shared their creativity with the world uploading photos and videos of their creations to flickr, YouTube, Facebook and their personal blogs. The highest Slurpee sales in history were recorded, making this exercise in container creativity the most successful Slurpee promotion to date. BYO Cup Day will now become an annual event, worldwide. Let’s see what packaging creations they come up with next year.