Slurpee released a new sports bottle over winter and tasked us with selling 150,000 of them. That's 3.8 bottles per store, per day!
They needed people to start talking about the bottle to keep sales hot and Slurpees cold. With an audience of 17 to 34 year olds who live in the moment and love new experiences, we had to make sure the content was fast paced, fun and full of Slurpee.
But how do you sell a sports bottle to an audience who aren't into sports without any above-the-line support?
Winter is Slurpee's off season, however it is the peak season for Australian sport. The Slurpee Bottle was a new product offering designed to elevate Slurpee sales during the challenging winter period. We were tasked to create a campaign, to launch the new bottle, with digital at its heart.
We created relevance for a product that our audience had no use for by dramatically pointing out its most distinct feature: it's a bottle, so it doesn't spill. To prove this, we created 'Thrills, No Spills' and put the traditional Slurpee cup against the new Slurpee bottle to see which could withstand the extreme activities of our audience.
'Thrills, No Spills' saw the Slurpee cup battle it out against the Slurpee sports bottle in a series of extreme challenges.
First, we strapped two Slurpee drinkers into a giant slingshot and invited them to enjoy their favourite flavour while being flung high in the air. The catch was that only one of them had the luxury of using the Slurpee bottle, while the other one had to juggle a standard Slurpee cup.
Needless to say, our bottle drinker got to slam down their refreshing raspberry Slurpee while our cup drinker had theirs slammed all over their face.
To prove it wasn't a one-off fluke, we then challenged drinkers to quench their thirst while doing some of their favourite activities. This saw the Slurpee bottle prevail in all cases, including spinning upside down on a Vomatron ride, flipping around a trampoline centre, surfing huge waves and even doing yoga.
We created a reason for the bottle to exist that was relevant to our audience. But more importantly, we gave everyone a great excuse to suck down a Slurpee… in the middle of winter.
The videos got everyone talking and the overwhelming response put the community managers into overdrive making sure the conversations were pushed towards the campaign messaging, price points and 7-Eleven locations.
We were only 2 weeks into the campaign when we had exceeded client expectations.
- 90% of stock had been sold (135,000 bottles)
- That averages to 7 bottles sold per store, per day – more doubling than our KPI of 3.
- Our 70% refill rate KPI was smashed out at 113%.
- 131% increase in impressions
- 67% increase in engagement
- 3 million total views
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