Slurpee takes juicing to the next level

Australia - Slurpee launched a Leo Burnett-created ‘Fruit got juiced for your Slurpee' campaign last week to promote its new range of fruit-flavoured Slurpees.

Featuring fruit getting juiced in unnecessarily elaborate ways such as crushing fruit with a heavy weight and having a riot police officer fend off fruit being shot at him, the campaign will run for two months and involves in-store posters and online banners.

Commenting on the campaign's concept, Leo Burnett creative director Jason Williams said, "Anyone can juice an apple by squeezing it. We thought it would be more interesting to pitch one into a jet engine. It's an example of 7-Eleven continuing to push the boundaries to keep Slurpee fresh and relevant,"