7-Eleven introduces ‘Xpandinator’ which exploits ‘prime real estate above the cup’

Screen Shot 2014-04-09 at 11.58.36 AM7-Eleven is competing with its rivals discounting frozen drinks to $1 by introducing the ‘Xpandinator’, a device designed to give the drinker an expanded Slurpee experience.

Created by Leo Burnett Melbourne, the device “exploits the prime real estate above the cup” and has been designed to “inspire consumers to spontaneously share it” and is being promoted through social, digital and point of sale channels.

Kon Romios, senior brand manager for Slurpee said: “The Xpandinator is an innovative and engaging limited edition device that provides our customers with greater value and a unique experience.

“The Xpandinator is a world first for Slurpee and has translated into our highest levels of consumer engagement. This fantastic innovation, brought to us by Leo Burnett resonates well with the core Slurpee consumer and has led to early sales growth.”Screen Shot 2014-04-09 at 11.59.46 AMIt has been distributed to over 600 stores nationwide.

Jason Williams, Leo Burnett ECD said: “As a creative company, it’s very satisfying for us to be able to affect our client’s business with genuine innovation. Our strong collaboration developing the Xpandinator with 7-Eleven is now paying off with promising consumer engagement levels.”

Leo Burnett was behind the brand’s BYO Cup Day promotion which launched in 2011 and also ran in 2012 which saw sales of slurpees rise by more than double compared to when the promo launched the year before.


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