Sloche

Sloche is an iced drink sold in Quebec at Couche-Tard’s chain of 600 convenience stores. The brand has become a huge success by targetting young kids with absurd and irreverant advertising. In the Summer of 2012, a new flavour was launched which changed the face of the province.

The process started with the creation of “Shaving Cream” flavour, and was introduced with a new television spot that invited kids to “Eat their beard!”

The Beard-eating championship on sloche.com
Here’s how it works. Facebook users create their own avatars and compete with other players, chosen from the menu or at random, to collect the most hair by eating their opponents beard. Those with the least hair are awarded medals like the Justin Bierbarbe (barbe is french for beard). Those who accumulate the most hair (the 30th level) have a chance for the grand prize -a beard hair belt.

The design is retro, with a mix of barber shop and diner to add a little “taste” appeal. Couche-Tard window posters feature images of ice cream, hot dogs and poutine made out of beard hair. The red & while classic barber pole is used on the site, as well as for straws in the new Sloche product.

Designer: DentsuBos
Country: Canada