After a successful summer campaign for 7-Eleven Canada, the brand challenged us to do the same for the Slurpee social channels, focusing on building a unique brand identity for Slurpee that is distinct from the 7-Eleven brand and leans into the magic that only Slurpee can deliver.
Our goal was to create a socially led, fully integrated media campaign that effectively demonstrates and positions Slurpee as the ultimate beverage of choice 365 days of the year.
Our goal for the campaign was to drive traffic to stores, increase delivery and pickup orders for Slurpee, and significantly impact the brand's identity and market position in Canada.
The Cultural Insight: Even with shifting drinking behaviors, Gen Z still makes space to indulge in small comforts that bring joy to their everyday lives. They seek to romanticize their lives through everyday little luxuries as a rebuttal to their busy lifestyles and as a coping mechanism within an uncertain world.
Always-On Creative Strategy:
Slurpee empowers brazenly bold consumption, authentic self-expression, and connection—without guilt or shame. It's Your Electrifying Ritual.
We used internet culture and the Slurpee mascot to make the channel culturally relevant and a place for fun that only Slurpee can own.
