Leading into summer, Slurpee launches Flavour Fest in 7-Eleven across Australia: a 13-week festival of taste where a new flavour is introduced each week. We were tasked to create 'FOMO' and sustain awareness using social to help Slurpee stand-out in a market full of impersonators.
However, you can't see what Slurpee tastes like. There are no visible ingredients and the flavours have somewhat abstract names like 'Blue Heaven' or 'Lemonade Stand'. So how do we make all 13 flavours stand out amongst the #foodporn on Instagram?
Slurpee flavours aren't traditional flavours and you can't see their ingredients, so simple Instagram shots of the drinks wouldn't work. To capture the sensation of drinking a new flavour, we decided to translate tastes into beautifully shot multi-sensory videos crafted for Instagram: taste became sight and sound.
We chose Instagram to represent the sensations of drinking each new Slurpee and described them in as much detail as possible. With over 100 weird and wonderful narratives we narrowed it down and selected our three favourite descriptions for each flavour and turned them into six-second multi-sensory videos – short, sharp, weird and all in an eye-catching, scroll-stopping pastel colour palette. So, while Island Lime was zesty it tasted like "wiggling your toes in the sand".
Each week a new video with as much colour and detail as possible was released to Instagram building the anticipation for each week's new flavour.
The campaign resonated extremely well with the audience and the channel. Based on an Instagram media investment of $13,744, this content delivered
- 25% increase in followers
- 540% increase in engagement
- 7,500,000 + impressions
- 1,500+ comments, 46,000+ likes shattering Slurpee Instagram records
Instagram has also used the campaign as an example of social media best practices in their newsletters to advertisers, which is a tremendous compliment to the work.
