While Slurpee invented the frozen beverage and its name has coined the category (any frozen beverage in Australia is called a Slurpee), competitor drinks from Hungry Jack’s and McDonald’s have made a significant dent on sales by heavily discounting their drinks.
The Xpandinator allowed us to ignore the traditional media of our competitors; relying on its clever design to become a piece of unpaid ambient media in its own right.
Our main media channel was the Xpandinator itself, with outdoor, in store and strong social support. This permitted us to literally place our advertising in the hands of our fans, who happily carried it around, photographed themselves with it and plastered it all over social media.