Slurpee sales up by 149% on last year’s BYO Cup Day promotion by 7Eleven

One of the most heavily-awarded promotions in Australia has seen sales soar compared to the first year it ran.

The return of 7Eleven’s Bring Your Own Cup Day for Slurpee last month saw sales of the frozen flavoured drink rise by more than double compared to when the promo launched in 2011.

BYO Cup Day invited customers to bring any container they liked to fill with Slurpee for $2.60, the price of a medium-sized drink.

According to figures from 7Eleven, sales of Slurpee in participating stores on the day of the promotion were up by 149% this September compared to last. Exact revenue figures were not supplied.

Marketing spend behind the promo did not increase this year, according to 7Eleven’s agency, Leo Burnett Melbourne.

In 2011, $95,000 went on production, instore signage and media, which included a live cross on breakfast TV. This year, roughly the same amount went on a promotion with Nova, with support from social media and instore signage.

The cost of giving away a large volume of Slurpee for free was negligible, because of the huge margin on the product. The biggest cost involved in selling Slurpee goes into the supply of cups, which the promotion avoided since customers brought their own.

BYO Cup Day was shortlisted in the bravery category at the Mumbrella Awards last year. It also picked up awards at Cannes in the promo & activation and direct categories.


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