It’s probably hard for us to even remember the time when our mobile phone had a single function: voice calling. But for millions, even a basic phone is a big luxury. And they make up a a high percentage of potential customers for FMCG brands. HUL took a bold initiative to reach this big target group via their basic (non-smart) mobile phones.
In order to fight competitors’ falling prices, 7-Eleven’s Slurpee needed to react fast and give consumers more value without compromising on price. So they created the “Slurpee Xpandinator” – a clip-on cup device designed to multiply the Slurpee experience – and built a highly successful campaign around it.