A very confused man outside the new Kwik E Mart
Monday, July 2nd, 2007 | Posted in Seattle
If it sounds like a risky move to dress up 7-Eleven as the animated store that is frequently held up, sells expired hot dogs and once displayed a senior citizen in its freezer section, it is. – Adage.com
I applaud 7-Eleven for taking the risk. I could hardly believe it when I saw it here near Seattle Center.
If Jonathan was here, I’d go in with him and buy ourselves a squishee.
July 3rd, 2007 at 12:05 am
Interesting . . .I blogged about this today, as well.
In response, Zack had a thought-provoking reply about the relationship between 7-Eleven’s business move and postmodern irony. . . . So, I’m curious. What about the venture makes you applaud 7-Eleven?
July 3rd, 2007 at 6:51 am
They’re willing to associate themselves with a held up, post-expiration selling, month old hot dog selling, convenience store from a particular cartoon. And that’s not the only thing that’s risky. They actually had to get rid of their name, outside and even on the uniforms of their employees.
Approaching the Kwik E Mart, you can see how well done it is. That entire wall outside has either been repainted or has an impressively installed board pinned to it. Even the entire parking lot has been repainted and resurfaced. This 7-Eleven appears to have been improved. Preparation for this event has improved it. To fight the risk, the risk of unbranding, they’ve improved the store.
Also, the ability to coordinate a number of suppliers to either provide or rebrand much of their goods with Simpson-esque names, such as Krusty-Os, Springfield Bank or Buzz Cola is an exercise in unbranding, rebranding, and branding that I think is pretty daring self-abuse. There are worms coming out of toasted oats holes on the packaging of Krusty-Os.
To risk one’s name on associating, with what Zack calls, “mediocrity” thrills me (I just read his comment on your blog between the previous and this paragraph). But Zack makes a mistake to say that 7-Eleven’s quality is subpar already… Their coffee business has continuously improved and grown because they not only compete with Starbucks, but also have benefited from Starbucks’ focus on flavour and premium coffee. The same could be said of McDonald’s coffee… I’m still surprised by how many people think its subpar coffee when they serve premium blend Seatle’s Best there.
Unlike Burger King or McDonald’s that only associate with new film releases by imitating the voice of that art in their commercials, by placing a few products in stands distant from food orders, or by changing the packaging (while retaining their branding) on Happy Meals. Or unlike cars or colas that seek product placement in films (art imitating the real thing). Unlike both these situations, 7-Eleven has actually absconded with their brand (retained to a degree in form) for a month long retreat behind a mask that completely covers their face.
Profits matter and that plays into why they are doing this, but toward that end the dominant logic was that a brand holds a company’s integrity. 7-Eleven has risked that unity, that integer of certainty between the customer and the business, for a creative reformation. This test will demand that the ingenuity of the reformation be matched by the quality of their products. I’m going in for a squishee today. If that squishee is good, I’ll be back on July 28th. A day after the campaign ends.
July 3rd, 2007 at 10:43 am
[I posted this reply at my blog, as well.]
That is an interesting take, Christo, and I find it intriguing.
However, I wonder if 7-Eleven’s risk is diminished by the fact that they are “masking” their own brand behind a “brand,” the Simpson brand, if you will, that is already more established than their own. Granted, 7-Eleven, though it’s changed ownership, has been around for about 80 years; nonetheless, I don’t think it can compete with an Emmy and Peabody-award winning show, which was also named Time magazine’s best TV show of the 20th century and is the current longest-running American sitcom. Even for those who hate the show or who have never watched it, the Simpsons (family) and “The Simpsons” (show) have an immediate recognition and cultural relevance (not to mention, if wikipedia can be trusted, a billion dollar merchandizing industry).
The fact that Kwik-E-Mart is not known for its quality (expired food, old hotdogs, and all round mediocrity), does not, I don’t think, diminish the relevance or allure of the rebranding campaign. In fact, I think it rather adds to it.
Instead of walking to the 7-Eleven to simply buy a coffee or donut, there is a manufactured risk of bad quality, which the customer willingly buys into, which 7-Eleven is helping them “buy into” (by putting worms on the boxes, advertising the staleness of the donuts, etc.), but which is nonetheless, safe for the consumer.
Now there is an intrigue surrounding the purchase of a Slurpee, which is now a “Squishee,” the donuts, and the cereal. Though the consumer might be a little grossed out, they trust that the simulacra will only extend so far, and that their Seattle’s Best coffee will still retain the premium taste it was already known for.
July 10th, 2007 at 1:14 pm
Any further thoughts of brilliance?
I stumbled across this article and thought you might find it interesting: http://www.vanityfair.com/culture/features/2007/08/simpsons200708
Hope you are well. When are you going to visit Bellingham?
July 10th, 2007 at 2:21 pm
Yeah, sorry, nothing really more to say about this. I did read the article you just linked here. I hope we will visit Bellingham soon.
July 14th, 2007 at 10:24 am
I’d even buy it on my dime.
Although I rather miss those frappe drinks you made with your great blender. I bought a subsequent cheap blender, and it doesn’t live up to the quality of yours.
I think those stores are great btw.