Image Credit : The Point of Sale was produced by Leo Burnett in Melbourne.
Project Overview
Slurpee is known innovation and doing things a little bit different than their competitors! Time and time again social media is flooded with promotions and products tailored to engage teens and young adults and elevate the Slurpee experience!
To continually excite and engage teens and young adults, requires lots of blue sky and a lot of innovation colliding to create: WOW.
When we were engaged by the 7Eleven team to design a Cup that can stretch and shrink - our creative team and industrial designers started the process that led to the crazy/wacky/fun/engaging design that everyone is now talking about on social media!
Project Commissioner
Project Creator
Team
The Project Team that worked on this project consisted of the following group of people:
PRODUCT DESIGN & DEVELOPMENT
Key Account Manager - Alan Lom (TPF Think)
Creative Dirction - Marietjie Muijs (TPF Think)
Industrial Design - John Martin (TPF Think)
Brand Manager - Andrea Payne (7Eleven)
PRODUCTION OF ITEM (Locally)
Stuart Kearney - Inpact Innovation Pty Ltd
ADVERTISING AGENCY/CONCEPT
Leo Burnett
Project Brief
Our designers live for the golden moments that allow creative freedom to design concepts for brands that like to push the limits such as Slurpee.
Our brief was specific:
Design a cup that allows customers to stretch it to fill as much or as little as they like.
There were key considerations to keep in mind:
The design needs to resemble the current Super Slurpee Cups (in shape & style)
The capacity of the cup had to be 1L maximum (fully stretched)
The material used to be transparent, however, in 6x different coloured designs
A unique barcode needs to be applied to each cup (and last for the duration of the promotion)
Our design will then be featured on the OOH media and social media to activate the promotion in market.
In order to be able to deliver on the above brief, our designers had to work closely with material specialists and engineers to ensure we create a product that works and create excitement for Slurpee fans all over Australia.
Project Innovation/Need
The need was to offer consumers additional value through a cup that is novel and unique to Slurpee. A design that gives consumers choice of how much or how little they wanted to fill the cup, and off course, a design that is vibrant and memorable for Slurpee fans out there.
To achieve the above requires many areas to come together in order to create something that is unique and ownable by Slurpee Brand:
Groundwork: Global innovation in this category
Targeting: Intimately knowing the audience/consumer
Industrial Design: Construction, materials, and creative
Production: Working with the experts
So - what did we do?
Our Stretch Cup design was created with a concertina style mechanism in mind that stretch and shrink to the level the consumer needs it to be (capacity of 1L). Vibrant colours (6x) were selected to bring energy to the design and logo specifically designed for the product by Leo Burnett moulded into the side of the cup.
Social media is at an ultimate high with over 25K engagement posts on 2 posts - with record sales results! Overall successful results for the Slurpee Stretch Cup campaign.
Design Challenge
The biggest challenge was to make the cup stay down!
It is a highly complex design and because plastic has a memory and the cup is designed to be fully stretched, we had to involve some experienced engineers to ensure the cup can also go down and stay down.
The materials used are made from a blend of High-Density polyethylene (DHPE) and Polypropolyne (PP).
After a few rounds of prototyping and different mixtures of material - we finally managed to get the cup to do what the brief required it to do: stretch to whatever size consumers would like it to be!
Sustainability
As an Australian owned business, we are always on the lookout how to be more sustainable and opportunities to reduce our carbon footprint.
The Slurpee Stretch Cup project provided that opportunity.
The complexity of the design of the stretch cup and also working with the best in the industry in Australia in plastics production, allowed us the opportunity to produce the cups locally in Australia.
The full production process happened in Australia.
Our focus was also to use less materials where possible whilst ensuring the cup is a quality product and on brief.
Product Design - Personal Use
This award celebrates creative and innovative design for either a component or overall product. Consideration given to aspects that relate to human usage, aesthetics, selection of components and materials, and the resolution of assembly, manufacturing and the overall function.
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