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The Slurpee, 7-Eleven’s own proprietary brand, has transcended the frozen carbonated beverage product market and like the Aspirin, Band-aid and Esky has become accepted as the default name for its own product category. As part of its ‘Project Energise’ program, 7-Eleven Australia embarked upon a campaign to reinvigorate the Slurpee brand. One key objective was to take advantage of Slurpee’s inherent appeal to young people, those who were also likely to be the next generation of 7-Eleven customers.
7-Eleven Australia undertook extensive quantitative and qualitative market research to find out exactly what their target demographic of young people, aged 12-25, thought of the product.
The Slurpee revitalisation program resulted in enhanced point-of-sale promotional material and cup design, development of new Slurpee Zones, new product innovations and ongoing promotions, competitions and tie-ins.
After many years with stagnant sales growth, the revitalisation program produced more than 20 percent growth in sales and profit in 2008. The Boronia store alone grew its Slurpee unit sales from 30 to 250 in one single day!
With further product innovations planned, 7-Eleven hopes to be responsible for an ever-increasing number of cases of BrainFreeze for many years to come.