Slurpee: Bring Your Own Cup Day

CASE STUDY: Slurpee is the different drink. You can pour, mix and fill your cup any way you like. But when Coke made an aggressive push of their copycat product, Leo Burnett, Melbourne had to make ourselves different again. So the agency changed one thing that's always been the same - the cup. For one day, every 7-Eleven store in Australia let anyone bring in any 'cup' they liked to fill with Slurpee. Giving the customers total creative control over their drinking experience.