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BYO cup day

7-eleven - Slurpee

Issue 24 | September 2012

Background

Slurpee had always been a different kind of drink. It allowed people to pour, mix and fill their cup any way they liked. But 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 brand’s number one position. Slurpee needed to remind drinkers why they loved the brand. They needed to make themselves different again.

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