Slurpee has always been a different kind of drink. It lets people pour, mix and fill their cup any way they like. But in 2011 more and more copycat competitors entered the Australian frozen drink market. This included an aggressive advertising push from Coca-Cola that threatened the brand’s number one position. We needed to make ourselves different again, so we changed the one thing we all had in common, the one thing no brand had ever thought to change before – the cup.

On September 21, 2011 we gave Australians a unique opportunity to engage with the brand in a completely different way. ‘Bring Your Own Cup’Day, was the first time they weren’t restricted to small, medium or large cups. In fact, they weren’t restricted to a cup at all.