The new 7-Eleven energy Slurpee needed to make its mark in the highly competitive energy drink market.So instead of taking the typical energy drink advertising approach we took a market flooded with energeticcartoon characters and animated animals instead. We developed the meanest, most psychotic, plasticcreature the category had ever seen. A character that would resonate with the youth market and eventuallytranscend the advertising space and become entertainment.