Slurpee: CASE STUDY: The Xpandinator

CASE STUDY: In the summer of 2014, Slurpee's competitors, engaged in a price war, were slurping the brand dry. So Leo Burnett Melbourne had to think outside the cup – creating an innovative piece of design that xpandinated not just the volume of a Slurpee, but the entire Slurpee experience. 250,000 Xpandinators were snapped up in 3 weeks, becoming a piece of ambient media as they were carried through the streets and setting off the biggest social media interaction in the brand's history.