BYO

The day Australians could
bring their own cup

THE CHALLENGE

Slurpee has always been the different drink. You can mix, pour and fill the cup anyway you like. So when copycat competitors dropped their price to a dollar, we wanted to remind customers why they fell in love with Slurpee in the first place.

THE CREATIVE SOLUTION

For one day, we gave the nation total creative control, inviting them to fill up anything they wanted for the price of a medium Slurpee. We called it BYO Cup Day. This day not only became an annual event in Australia, it became an iconic 7-Eleven event around the world.

Additional projects