7-Eleven is continuing its Slurpee madness in the vein of BYO Cup Day with the launch of a cup-expanding expander. It's called The Xpandinator, but it's "no ordinary piece of plastic". It's a "consumer experience enhancer", allowing people to "share more, mix more flavours and drink more".
Developed by Leo Burnett Melbourne, The Xpandinator is designed to inspire consumers to spontaneously share it – either physically or ideally, through social media. The move comes as a response to competitors heavily discounting their own frozen drinks to $1.
Slurpee senior brand manager Kon Romios 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."
The Xpandinators have been distributed to more than 600 stores nationwide, with promotion rolling out through social, digital and point-of-sale channels.
Leo Burnett executive creative director Jason Williams 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."
