How Slurpee Made Real 3-D Cups From the Soundwaves of Its Radio Ads

Burnett makes marketing you can drink from

If you could drink a Slurpee out of anything, would you choose a plastic cup modeled from the soundwaves of a radio ad?

To celebrate Australia's Bring Your Own Cup Day—a 7-Eleven promotion that lets customers put their Slurpee in unusual containers, like teapots and buckets—Leo Burnett Melbourne recorded Slurpee radio spots that featured sounds like mating blue whales and cheering soccer fans. Then it designed 3-D printable drinking vessels based on the waveforms (the visual representations of the audio) of the commercials.

Consumers can use the designs to print their own cups, or compete for a brand-made one on Facebook.

It takes creative license to turn acoustic phenomena into a functional cup. Regardless, this is a nifty way to give radio promotions some immediacy for listeners, and build social buzz around the campaign.

Though a drinking cup in the actual shape of two mating blue whales probably would've been fine, too—and definitely would have been simpler. 

@GabrielBeltrone Gabriel Beltrone is a frequent contributor to Adweek.