July 3, 2007
Joe Six-Pack Meet Homer Simpson and Apu
By George Anderson
A number of 7-Eleven stores have been turned into Kwik-E-Marts, the fictional convenience store that is a fixture on “The Simpsons” television show.
The 7-Eleven stores that participated in the makeover have done so as part of the chain’s tie-in with “The Simpsons Movie,” out on July 27. The chain is picking up the roughly $1 million dollars it will take to transform 7-Elevens into Kwik-E-Marts. Stores that have been remodeled are located in Burbank, Chicago, Dallas, Denver, Lake Buena Vista/Orlando, Las Vegas/Henderson, Los Angeles, New York, San Francisco/Mountain View, Seattle and Washington, DC/Bladensburg, MD.
“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,” Bobbi Merkel, an executive for 7-Eleven’s advertising agency, FreshWorks, told The Associated Press. “It shows they get the joke.”
There was some concern that not everyone would appreciate the “joke.” The proprietor of the fictional Kwik-E-Mart is a cartoon character named Apu Nahasapeemapetilon who has a very heavy Indian accent. The character in “The Simpsons” is played up to accentuate ethnic stereotypes that not everyone is able to find humor in.
Despite this, Rita Bargerhuff, a 7-Eleven marketing executive, said franchisees (many of whom are Indian) are “overwhelmingly positive” about the store transformations. Ms. Bargerhuff did not say the positive attitudes were universal.
“I know it’s a stereotype, but it doesn’t bother me. Everybody knows it’s a joke,” said Kumar Assandas, a 7-Eleven franchisee in Las Vegas whose store was among those remodeled to become a Kwik-E-Mart. “I’m a big Simpsons fan myself, and maybe subconsciously it even inspired me to become a 7-Eleven owner.”
Interestingly the Apu character is portrayed as a clerk on the television show who works around the clock with apparently little to no time off. “The Simpsons” website does clarify that Apu does, in fact, get time off for work. “Please don’t be thinking it’s only work that Apu is having on his mind, my goodness, no! Like clockwork, he parties hearty with his brother Sanjay, family, and friends each and every year for a most enjoyable five minutes.”
In addition to the stores being converted to Kwik-E-Marts, 7-Eleven is tying into the movie with a group of new products that until now could only be bought in the fictional world of Homer, Bart and the rest of the denizens of Springfield. These include Buzz Cola, KrustyO’s cereals, Pink Donuts, Squishees (think Slurpees with a different name), and a Radioactive Man comic book.
7-Eleven will hold an ongoing contest as a tie-in with the movie that will award 711 hourly prizes on specially marked packages of Squishees, sandwiches and other items. One grand prize winner will find themselves animated to make their very own guest appearance on an upcoming episode of “The Simpsons.”
Discussion Questions: What do you think about 7-Eleven’s tie-in with “The Simpsons Movie?” Should there be a concern that some workers within the industry and others will be offended by the stereotyping of an Indian character in pursuit of laughs?
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For the love of Pete, it’s humor. You’ve gotta have the stereotype or its not funny.
Let’s conjure up a couple of authorities on the subject.
“The funniest things are the forbidden.” – Mark Twain, 1879
“Humor is the good natured side of a truth.” – Mark Twain, 1879
“He who laughs last, thinks slowest.” – Larry the Cable Guy, 2005
“Light travels faster than sound. That’s why some people appear bright until you hear them speak.” – Larry the Cable Guy, 2005
Good for 7-Eleven for stepping up.
When I saw this on TV I knew immediately we would be discussing this on Retailwire. This is a great idea. I checked on eBay last night and already boxes of Krusty O’s Cereal is being offered for auction. This is a fun promotion and I hope everyone is a good sport about it. The Simpson’s makes fun of all kinds of stereotypes from cops, politicians, Christians, school teachers, the elderly, and Indians. It’s no surprise that many 7-Eleven owners are of a certain culture. This could be a very positive way of getting to know their culture better.
When companies have a sense of humor, and can laugh at themselves, the result is a better company–both in the eyes of the employees, and the eyes of the consumer. This is a great marketing move for 7-Eleven. They have received millions of dollars of free press for this initiative, great buzz in the industry, and most of all–it is funny. Let’s face it. The Simpsons is one of the most successful television shows ever, and the tie-in with the movie is a natural for 7-Eleven.
All companies should lighten up a bit, and have some fun at their own expense. It will make for a better company, and a better overall working environment. Congrats to 7-Eleven for being creative.
The transformation of 7-Elevens into Kwik-E-Marts is a hilarious bit of life imitating art. I think the vast majority of patrons will laugh their heads off. The alignment of the heavy c-store user and heavy Simpsons viewer is also astute.
The stereotyping is unfortunate, but not too much of a stumbling block, I hope. The other aspects of the endeavor, such as the fictional products brought to life, are so fun & original. I love it.
I absolutely love the idea. It’s pure genius and so creative. I think customers will get the joke. It ranks up there with the Meow Mix House and the Meow Mix Cafe promotions. I just read an article on Humor being the sixth sense of branding. This certainly fits the bill. As for offending stereotypes, it is what it is. 7-Eleven would probably be the first one to admit that the majority of their franchisees have Indian accents.
I think we need more of this kind of take-a-risk creativity and humor. Being safe is boring. I once created some movie promotion concepts for the biggest fast food chain that included integrating product placement in the film, traveling events, special menu items, etc. They reverted back to same-old same-old cups with licensed characters. Boring.
I hope 7-Eleven is successful with this.
I think it will be successful. Many of the stores are owned by Indians, so they should use an Indian. People need to have a sense of humor. Sometimes, political correctness goes too far. I’m Italian. If it were an Italian and it was funny, I would laugh too.
Great display of executive leadership. I can imagine 200+ American corporations being horrified at the thought of bundling all of these stereotypes in one place and wrapping them in the corporate flag. I believe this will pay off in spades for 7-Eleven.
The move to imitate the Simpson movie is certainly a risky move! It is bold and fun. This could just as easily backfire but most will see it for what it is–fun and light hearted.
The promotion will certainly increase traffic. Whether or not that traffic turns into enough additional sales to return a substantial ROI is yet to be seen. This is just the type of marketing that is needed to attract people into a specific convenience store when there is so many choices. They are focused on creating an experience and that should improve sales. How do they sustain this move? That’s a good question!
7-Eleven’s tie-in with The Simpsons is great pr as long as the ethnic jokes aren’t perceived as insulting. Convenience stores are drearily similar, so anything that adds good-natured humor, creativity and word of mouth can help 7-Eleven. Hopefully, the Kwik-E-Mart movie tie-in isn’t too expensive for 7-Eleven, since any sales and profit lift isn’t likely to have a major lasting impact.
I think the idea of tying into a hot property such as The Simpsons is always a good idea–however, 7-Eleven must be careful not to place their brand into a situation where consumers think there might be major changes that they won’t like and therefore they might not shop at the stores.
My experience is, when you cause any kind of consumer confusion, the business will suffer!
“Harold and Komar Go To White Castle.” Ring a bell? The 2004 comedy enjoyed box office success while White Castle enjoyed increased business and consumer awareness. All this, despite a somewhat stereotypical East Indian protagonist.
However, I’m glad that white, middle-aged males are not stereotyped on TV or in movies. I just couldn’t take that, even for laughs.
Most people won’t understand the savvy and smart marketing by 7/11. Maybe they’re just trying to build a new shopper segment, or segments!
New traffic, less discounting, and more fun for the kids who drag mom or dad to this c-store. Teens, too, may be additional business! And, the Bubbas will live with this.
Bravo, again to 7/11! Hmmmmmmm.
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For the love of Pete, it’s humor. You’ve gotta have the stereotype or its not funny.
Let’s conjure up a couple of authorities on the subject.
“The funniest things are the forbidden.” – Mark Twain, 1879
“Humor is the good natured side of a truth.” – Mark Twain, 1879
“He who laughs last, thinks slowest.” – Larry the Cable Guy, 2005
“Light travels faster than sound. That’s why some people appear bright until you hear them speak.” – Larry the Cable Guy, 2005
Good for 7-Eleven for stepping up.
When I saw this on TV I knew immediately we would be discussing this on Retailwire. This is a great idea. I checked on eBay last night and already boxes of Krusty O’s Cereal is being offered for auction. This is a fun promotion and I hope everyone is a good sport about it. The Simpson’s makes fun of all kinds of stereotypes from cops, politicians, Christians, school teachers, the elderly, and Indians. It’s no surprise that many 7-Eleven owners are of a certain culture. This could be a very positive way of getting to know their culture better.
When companies have a sense of humor, and can laugh at themselves, the result is a better company–both in the eyes of the employees, and the eyes of the consumer. This is a great marketing move for 7-Eleven. They have received millions of dollars of free press for this initiative, great buzz in the industry, and most of all–it is funny. Let’s face it. The Simpsons is one of the most successful television shows ever, and the tie-in with the movie is a natural for 7-Eleven.
All companies should lighten up a bit, and have some fun at their own expense. It will make for a better company, and a better overall working environment. Congrats to 7-Eleven for being creative.
The transformation of 7-Elevens into Kwik-E-Marts is a hilarious bit of life imitating art. I think the vast majority of patrons will laugh their heads off. The alignment of the heavy c-store user and heavy Simpsons viewer is also astute.
The stereotyping is unfortunate, but not too much of a stumbling block, I hope. The other aspects of the endeavor, such as the fictional products brought to life, are so fun & original. I love it.
I absolutely love the idea. It’s pure genius and so creative. I think customers will get the joke. It ranks up there with the Meow Mix House and the Meow Mix Cafe promotions. I just read an article on Humor being the sixth sense of branding. This certainly fits the bill. As for offending stereotypes, it is what it is. 7-Eleven would probably be the first one to admit that the majority of their franchisees have Indian accents.
I think we need more of this kind of take-a-risk creativity and humor. Being safe is boring. I once created some movie promotion concepts for the biggest fast food chain that included integrating product placement in the film, traveling events, special menu items, etc. They reverted back to same-old same-old cups with licensed characters. Boring.
I hope 7-Eleven is successful with this.
I think it will be successful. Many of the stores are owned by Indians, so they should use an Indian. People need to have a sense of humor. Sometimes, political correctness goes too far. I’m Italian. If it were an Italian and it was funny, I would laugh too.
Great display of executive leadership. I can imagine 200+ American corporations being horrified at the thought of bundling all of these stereotypes in one place and wrapping them in the corporate flag. I believe this will pay off in spades for 7-Eleven.
The move to imitate the Simpson movie is certainly a risky move! It is bold and fun. This could just as easily backfire but most will see it for what it is–fun and light hearted.
The promotion will certainly increase traffic. Whether or not that traffic turns into enough additional sales to return a substantial ROI is yet to be seen. This is just the type of marketing that is needed to attract people into a specific convenience store when there is so many choices. They are focused on creating an experience and that should improve sales. How do they sustain this move? That’s a good question!
7-Eleven’s tie-in with The Simpsons is great pr as long as the ethnic jokes aren’t perceived as insulting. Convenience stores are drearily similar, so anything that adds good-natured humor, creativity and word of mouth can help 7-Eleven. Hopefully, the Kwik-E-Mart movie tie-in isn’t too expensive for 7-Eleven, since any sales and profit lift isn’t likely to have a major lasting impact.
I think the idea of tying into a hot property such as The Simpsons is always a good idea–however, 7-Eleven must be careful not to place their brand into a situation where consumers think there might be major changes that they won’t like and therefore they might not shop at the stores.
My experience is, when you cause any kind of consumer confusion, the business will suffer!
“Harold and Komar Go To White Castle.” Ring a bell? The 2004 comedy enjoyed box office success while White Castle enjoyed increased business and consumer awareness. All this, despite a somewhat stereotypical East Indian protagonist.
However, I’m glad that white, middle-aged males are not stereotyped on TV or in movies. I just couldn’t take that, even for laughs.
Most people won’t understand the savvy and smart marketing by 7/11. Maybe they’re just trying to build a new shopper segment, or segments!
New traffic, less discounting, and more fun for the kids who drag mom or dad to this c-store. Teens, too, may be additional business! And, the Bubbas will live with this.
Bravo, again to 7/11! Hmmmmmmm.