Tuesday, March 26, 2019
Case Studies » Featured Case Studies » Case Studies » 7-Eleven: Revitalising the Slurpee brand - Positioning the brand

7-Eleven: Revitalising the Slurpee brand - Positioning the brand

Positioning the brand

The market research showed 7-Eleven Australia that it needed to “create a connection to the brand not just the product.” Although Slurpee ‘owned’ the frozen carbonated beverage market, the company couldn’t be complacent. 7-Eleven Australia needed to ensure that Slurpee remained a destination brand and that the next generation of 7-Eleven customers was recruited.

The research had revealed that Slurpee belonged to young people and that the act of purchasing and consuming the product was also an experience in itself.

These young consumers were able to choose their own cup, mix flavours, and bang the cup to squeeze a little bit more in, as well as deal with the inevitable BrainFreeze when drinking. These very experiences were found to be at the heart of the Slurpee brand and helped reinforce this youthful vibrant energy far beyond the simple consumption of a frozen carbonated beverage!

This insight directly informed the brand proposition “Slurpee is more than a drink, it’s an experience.”

 

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Associated with:
Learning Area(s):
  • Business Environment | Measuring business performance
  • Business Environment | Types of large organisations
  • Business Structure and Organisation | Organisational structures:overview
  • Change Management | Change issues for business
  • Entrepreneurship/Innovation | Product/service innovation
  • Marketing | Market research methods/analysis
  • Marketing | Marketing analysis and segmentation
  • Marketing | Product development
  • Marketing | Promotion strategies and their application
From: Edition 6

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