Case Study Pages:
Bringing the brand proposition to life
A visual identity was created that celebrated the Slurpee experience by bringing to life four things their youthful market generally associated with the Slurpee experience: Cram more in! Brain Freeze! Colour your Tongue! Mix it up! Actual customers were cast as ‘Slurpers’, and quoted to create a new visual language for the brand that was rolled across all brand touch-points, packaging and pointof-sale locations etc.
To deliver this new positioning in-store 7-Eleven Australia set about creating an experience that competitors would not be able to replicate. Core to this strategy was the development of separate Slurpee zones.
These brightly coloured zones allowed customers to create their Slurpee in their own special place within the store and provided a highly visible beacon for the brand. Slurpee zones are an informal gathering point for young people, a place where they could take their time concocting their favourite frozen treat and having fun.
The Slurpee Zones offered their young customers a social experience as well the opportunity to mix flavours and enter prize competitions. These zones also incorporated new display units to encourage co-buying of products such as snacks and confectionery.
In essence, the Slurpee Zone was delivering a retail experience controlled by the customer with the opportunity to add-value beyond a simple consumptive purchase Improving equipment downtime was also a key to driving sales and improving customer satisfaction. A key consumer frustration was the Slurpee machine being broken and therefore 7-Eleven designed and implemented the Slurpee U training program for all franchisees to improve understanding of the brand and ensure consistent delivery in store. Slurpee U is now a key part of franchisee induction.