7-Eleven: Talk Slurpee to MEE
The world’s favourite summer
drink needed a new way to speak
in time for summer…
We realized, there’s nothing that says summer quite like Slurpee. So we combined summer and the “ee” in Slurpee to create a playful mechanic that speaks to our shared experiences with the iconic drink.
Our Talk Slurpee To Mee campaign covered everything from paid ads and social, to influencer partnerships and sponsored events.
And yes… that is moustached me jumping with a Slurpee.
Video games. Tennis champs. You namee it.
We applied the iconic Slurpee ending to every summer subculture and moment,
so 7-Eleven could own the season, just like it has since 1966.
“Slurpee drinkers really engaged in the brand, but when it tested the language, it witnessed
incredible unaided awareness around the ‘ee,’ which people instantly connected to the product.”
strategyonline.ca
