MD -- Bladensburg -- Kwik-E-Mart:
- Bruce Guthrie Photos Home Page: [Click here] to go to Bruce Guthrie Photos home page.
- Description of Pictures: Who Needs the Kwik-E-Mart? 7-Eleven Does
Sun Jul 1, 2007 2:28 PM EDT
David Koenig, AP Business Writer
Images Previous ImageNext Image (showing 1 of 3 photos)
DALLAS — Over the weekend, 7-Eleven Inc. turned a dozen stores into Kwik-E-Marts, the fictional convenience stores of "The Simpsons" fame, in the latest example of marketers making life imitate art. Those stores and most of the 6,000-plus other 7-Elevens in North America will sell items that until now existed only on television: Buzz Cola, KrustyO's cereal and Squishees, the slushy drink knockoff of Slurpees.
It's all part of a campaign to hype the July 27 opening of "The Simpsons Movie," the big-screen debut for the long-running television cartoon, which loves to lampoon 7-Eleven as a store that sells all kinds of unhealthy snacks and is run by a man with a thick Indian accent.
For 20th Century Fox Film Corp. and Homer's creators at Gracie Films, the stunt is a cheap way to call attention to their movie, since 7-Eleven is bearing all the costs, which executives of the retail chain put at somewhere in the single millions.
At 7-Eleven, they're hoping it shows the ubiquitous chain has a trait seen in few corporations — the ability to laugh at themselves.
"We thought if you really want to do something different, the idea of actually changing stores into Kwik-E-Marts was over the top but a natural," said Bobbi Merkel, an executive for of 7-Eleven's advertising agency, FreshWorks, a unit of Omnicom Group Inc. "It shows they get the joke."
The monthlong promotion has been rumored a long time — it's hard to keep a secret known by so many suppliers and franchisees — but 7-Eleven managed to keep the locations of the stores quiet until early Sunday morning. That's when the exteriors of 11 U.S. stores and one in Canada were flocked in industrial foam and given new signs to replicate the animated look of Kwik-E-Marts.
The U.S. locations where a 7-Eleven store was transformed into a Kwik-E-Mart are New York City; Chicago; Dallas; Denver; Burbank, Calif.; Los Angeles; Henderson, Nev.; Orlando, Fla.; Mountain View, Calif.; Seattle; and Bladensburg, Md.
The idea grew out of conversations between Fox and 7-Eleven's advertising agency.
"We wanted to make sure the movie stands out as a true cultural event this summer," said Lisa Licht, a marketing vice president at Fox. "It has to stand out from other summer movies and TV shows."
The Fox/7-Eleven deal is an example of a practice called reverse product placement. Instead of just putting products prominently in a movie or TV show, fake goods move from the screen to reality.
In some cases, 7-Eleven has contracted with manufacturers of similar products to make their Kwik-E-Mart counterparts. Malt-O-Meal, the Northfield, Minn., cereal maker, will conjure up a recipe for KrustyO's, for example. In others, existing products will simply be renamed. One flavor of 7-Eleven's own Slurpee will be sold as "WooHoo! Blue Vanilla" Squishee for the month.
Other recent examples of reverse product placement include Bertie Bott's Every Flavor Beans, which spun out of the Harry Potter books and movies, and Bubba Gump Shrimp Co. restaurants, which opened after the movie "Forrest Gump." 7-Eleven has done other movie-themed promotions, including one this spring for the latest Spiderman installment.
After Fox pitched a 7-Eleven tie-in last year, representatives from the studio, the stores, and Gracie Films — including Simpsons creator Matt Groening and executive producer James L. Brooks, met in Los Angeles to kick around ideas. Brooks added one — holding a contest to let one fan be drawn into a future episode of the TV show.
7-Eleven executives loved the idea. They had surveys showing a strong overlap between their customers and fans of the show — both tend to be young and male. It sounded like cash registers ringing.
"They've been looking at Squishees and KrustyO's and Buzz Cola for years and have never been able to put their hands on it," said Merkel, the advertising executive.
But they won't find Duff beer, the brand chugged by Homer Simpson. The movie will be rated PG-13, and selling a Simpson-themed beer "didn't seem to fit," said Rita Bargerhuff, a 7-Eleven marketing executive. "That was a tough call, but we want to make sure it's considered good, responsible fun."
Bargerhuff predicted extra sales to Simpsons fans will more than offset the cost of the promotion and create new customers for the chain. She also said the chain is prepared for crowds and will have extra security and clerks at the Kwik-E-Marts.
The promotion, however, is not risk-free. The proprietor of Kwik-E-Mart is a man named Apu who speaks in a heavy Indian accent. He is based on a manager Groening encountered while shopping at a 7-Eleven in Los Angeles nearly 20 years ago and plays to stereotypes about convenience-store operators and Asian immigrants.
Many of 7-Eleven's franchisees are Indian, company officials say, although they say they don't track exact numbers. Bargerhuff said they were "overwhelmingly positive" after hearing of the Kwik-E-Mart idea, but "it was not a 100 percent endorsement."
"There was definitely a concern of offending people," she said. "But they seemed to understand that 'The Simpsons' makes fun of everybody. The vast majority saw this as a great opportunity."
That's the case for Kumar Assandas, a 28-year-old franchisee whose parents immigrated from India. His store in suburban Las Vegas is one of the temporary Kwik-E-Marts.
"I know it's a stereotype, but it doesn't bother me. Everybody knows it's a joke," Assandas said. "I'm a big Simpsons fan myself, and maybe subconsciously it even inspired me to become a 7-Eleven owner."
- Recognize anyone? If you recognize specific folks (or other stuff) and I haven't labeled them, please identify them for the world. Click the little pencil icon underneath the file name (just above the picture). Spammers need not apply.
- Copyrights: All pictures were taken by amateur photographer Bruce Guthrie (me!) who retains copyright on them. Free for non-commercial use with attribution. See the [Creative Commons] definition of what this means. "Photos (c) Bruce Guthrie" is fine for attribution. (Commercial use folks including AI scrapers can of course contact me.) Feel free to use in publications and pages with attribution but you don't have permission to sell the photos themselves. A free copy of any printed publication using any photographs is requested. Descriptive text, if any, is from a mixture of sources, quite frequently from signs at the location or from official web sites; copyrights, if any, are retained by their original owners.
- Accessing as Spider: The system has identified your IP as being a spider.
IP Address: 3.133.12.172 -- Domain: Amazon Technologies
I love well-behaved spiders! They are, in fact, how most people find my site. Unfortunately, my network has a limited bandwidth and pictures take up bandwidth. Spiders ask for lots and lots of pages and chew up lots and lots of bandwidth which slows things down considerably for regular folk. To counter this, you'll see all the text on the page but the images are being suppressed. Also, some system options like merges are being blocked for you.
Note: Permission is NOT granted for spiders, robots, etc to use the site for AI-generation purposes. I'm sure you're thrilled by your ability to make revenue from my work but there's nothing in that for my human users or for me.
If you are in fact human, please email me at guthrie.bruce@gmail.com and I can check if your designation was made in error. Given your number of hits, that's unlikely but what the hell.
- Help? The Medium (Email) links are for screen viewing and emailing. You'll want bigger sizes for printing. [Click here for additional help]
|
[1] KWIKE_070731_01.JPG
|
[2] KWIKE_070731_04.JPG
|
[3] KWIKE_070731_09.JPG
|
[4] KWIKE_070731_13.JPG
|
[5] KWIKE_070731_17.JPG
|
[6] KWIKE_070731_24.JPG
|
[7] KWIKE_070731_27.JPG
|
[8] KWIKE_070731_30.JPG
|
[9] KWIKE_070731_33.JPG
|
[10] KWIKE_070731_35.JPG
|
[11] KWIKE_070731_38.JPG
|
- Bigger photos? To save server space, the full-sized versions of these images have either not been loaded to the server or have been removed from the server. (Only some pages are loaded with full-sized images and those usually get removed after three months.)
I still have them though. If you want me to email them to you, please send an email to guthrie.bruce@gmail.com
and I can email them to you, or, depending on the number of images, just repost the page again will the full-sized images.
- Connection Not Secure messages? Those warnings you get from your browser about this site not having secure connections worry some people. This means this site does not have SSL installed (the link is http:, not https:). That's bad if you're entering credit card numbers, passwords, or other personal information. But this site doesn't collect any personal information so SSL is not necessary. Life's good!
- Photo Contact: [Email Bruce Guthrie].