Slurpee® drinks cool down millions of thirsty Australian customers each year, so the creative minds within 7-Eleven Australia licensee, 7-Eleven Stores Pty. Ltd., decided it was time Slurpee got the big recognition it deserves. The group commissioned a giant 35-ft-tall Slurpee monument to be erected in Coffs Harbour, a coastal tourist town a few hours north of Sydney, Australia.
Photo: Construction crews spent 10 hours assembling the 35-ft Big Slurpee. The conical shape is based on the actual dimensions of a Slurpee Cup.
The world's largest Slurpee was the center piece of the licensee's summer holiday Slurpee promotion, which ran December through February (Australia's summer-selling season). It was constructed in seven separate sections and transported on a 20-ton semi-trailer and then assembled using a crane.
"The Big Slurpee was our monumental homage to a monumental beverage," said Rebecca Mountstephen, Slurpee Brand Manager, 7-Eleven Stores Pty. Ltd. "It quickly became a must-see for families traveling along the coast during their holiday. The novelty of a giant Slurpee received much media attention as well - we had national exposure via television, press and radio, and we even created a web site, which became a fantastic driver for our summer promotions."
Mountstephen said the larger-than-life monument also had a big impact on sales mainly due to the strong brand-building promotion and resulting sales activities in stores. "The Slurpee category achieved more than a 40 percent sales growth over the previous year, and stores sold 34 percent more Slurpee drinks," she said. "Plus we achieved upwards of $200,000 in free media through PR exposure."
"The Big Slurpee has been disassembled and is safely stored for the winter, but we're already busy making plans for next summer when the giant beverage will once again make its presence known to Slurpee-loving fans. Stay tuned to see where it will show up."
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