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View Full Version : 7-Elevens Become Simpsons 'Kwik-E-Marts'


Smed1065
07-02-2007, 03:06 AM
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 month long 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."

http://www.comcast.net/entertainment/index.jsp?cat=ENTERTAINMENT&fn=/2007/07/01/704148.html&cvqh=itn_711

Mr. Plow
07-02-2007, 08:11 AM
The Simpsons rule.

Smed1065
07-02-2007, 12:34 PM
I thought you might like it.

QuikSsurfer
07-02-2007, 12:48 PM
http://www.7-eleven.com/kem.asp

L.A. Chieffan
07-02-2007, 12:55 PM
'Duff Beer for MEEEE, Duff Beer for YOUUUU,
I'll have a Duff Beer, you have one too.'

CoMoChief
07-02-2007, 12:58 PM
If they made Duff Beer, I would buy it.

sedated
07-02-2007, 01:09 PM
when i first arrived you were all such jerks
but now i've come to love your quirks
maggie with her eyes so bright
marge with hair by frank lloyd wright
lisa can philosophise
bart's adept at spinning lies
homer's a delightful fella
sorry 'bout the salmonela (he- he thats OK)
who needs the Kwik-E-Mart
now here's the tricky part
oh won't you rhyme with me?
who needs the Kwik-E-Mart
their floors are Stick-E-Mart
they made dad Sick-E-Mart
lets Hurl a Brick-E-Mart
the Kwik-E-Mart is really d'oh!

who needs the Kwik-E-Mart
not me
who needs the Kwik-E-Mart
not me

Jilly
07-03-2007, 08:15 AM
their floors are sticky-mart...

Mr. Plow
07-03-2007, 09:30 AM
If they made Duff Beer, I would buy it.

http://www.poster.net/simpsons-the/simpsons-the-homer-wo-hoo-duff-beer-4100414.jpg

Mr. Plow
07-03-2007, 09:51 AM
I can't figure out how to embed this damn video, so here you go.

Kwik E Mart (http://video.google.com/videoplay?docid=1977254671401812027)

QuikSsurfer
07-03-2007, 10:13 AM
<object width="425" height="350"><param name="movie" value="http://www.youtube.com/v/G3Cepc9jADs"></param><param name="wmode" value="transparent"></param><embed src="http://www.youtube.com/v/G3Cepc9jADs" type="application/x-shockwave-flash" wmode="transparent" width="425" height="350"></embed></object>

Mr. Plow
07-03-2007, 10:25 AM
<object width="425" height="350"><param name="movie" value="http://www.youtube.com/v/G3Cepc9jADs"></param><param name="wmode" value="transparent"></param><embed src="http://www.youtube.com/v/G3Cepc9jADs" type="application/x-shockwave-flash" wmode="transparent" width="425" height="350"></embed></object>

Testing

Saulbadguy
07-03-2007, 10:32 AM
when i first arrived you were all such jerks
but now i've come to love your quirks
maggie with her eyes so bright
marge with hair by frank lloyd wright
lisa can philosophise
bart's adept at spinning lies
homer's a delightful fella
sorry 'bout the salmonela (he- he thats OK)
who needs the Kwik-E-Mart
now here's the tricky part
oh won't you rhyme with me?
who needs the Kwik-E-Mart
their floors are Stick-E-Mart
they made dad Sick-E-Mart
lets Hurl a Brick-E-Mart
the Kwik-E-Mart is really d'oh!

who needs the Kwik-E-Mart
not me
who needs the Kwik-E-Mart
not me
That song came immediately to my mind when I saw this thread. Excellent work my friend.

"Who needs the Kwik-E-Mart......I DOOOOOOOOOOOOO!"

Simply Red
07-03-2007, 10:57 AM
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 month long 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."

http://www.comcast.net/entertainment/index.jsp?cat=ENTERTAINMENT&fn=/2007/07/01/704148.html&cvqh=itn_711

Won't really affect us much.

QT rules Atlanta. :)

cardken
07-22-2007, 12:18 PM
The Simpsons Movie and 7-Eleven have done a tie in togather. They have turned 11 stores nationwide into the fictional Kwik-E-Mart from the series. Filled with some Simpson's universe products. (Krusty-O's, Buzz Cola,And Swishees. One was opened here in Vegas went and took some pix, the place was so full could'nt geta parking spot anywhere around unless you were getting gas. Enjoy.

dj56dt58
07-22-2007, 02:54 PM
re
post

dj56dt58
07-22-2007, 02:57 PM
really tho...it would be cool to have one around here

Deberg_1990
07-22-2007, 02:59 PM
No Duff beer?

Smed1065
07-22-2007, 05:06 PM
http://www.chiefsplanet.com/BB/showthread.php?t=165326&highlight=simpsons+movie

Mr. Plow
07-22-2007, 08:50 PM
DOH!

Saulbadguy
07-22-2007, 08:56 PM
The movie is gonna suck hard, IMO.

Chiefspants
07-22-2007, 08:57 PM
I hope its good, Ill probably get a rental when it comes out on dvd

88TG88
07-22-2007, 09:21 PM
The movie is gonna suck hard, IMO.
I think its gonna be a 2 hour version of the crap they've been fedeing us for the past 5 years.

Deberg_1990
07-23-2007, 03:47 AM
I think its gonna be a 2 hour version of the crap they've been fedeing us for the past 5 years.

Actually, i think it will be good. reportedly James L Brooks was heavily involved in the writing of it.

Problem is, the show has been on the air so long a movie (basically an extended TV episode) doesnt seem all that special anymore.

If they were gonna do this, they should have done it years ago.

Nelson Muntz
07-23-2007, 05:13 AM
The movie is gonna suck hard, IMO.

Probably as much as you and your boyfriend IMO.

Skip Towne
07-23-2007, 08:10 AM
Won't really affect us much.

QT rules Atlanta. :)
They own Tulsa too. And are now working on Phoenix.

Pennywise
07-23-2007, 08:43 AM
http://www.yourdailymedia.com/media/1184595778/7-Eleven_Prank_Call

Nice.

Mr. Plow
07-23-2007, 09:41 AM
I think its gonna be a 2 hour version of the crap they've been fedeing us for the past 5 years.


I think I just died a little bit.

Saulbadguy
07-23-2007, 09:43 AM
Probably as much as you and your boyfriend IMO.
OK, tom.

Nelson Muntz
07-24-2007, 05:31 AM
OK, tom.

Not Tom, but just like my dad, I don't like you.

Al Bundy
07-24-2007, 07:19 AM
Won't really affect us much.

QT rules Atlanta. :)

QT and the crime ridden version Fast Stop rules Kansas City, too.