What’s in this article:

• The idea of connecting with customers in the spirit of joy is the idea behind 7-Eleven’s new campaign
• The videos are not just about grabbing a convenient snack anymore but making it part of something fun and exciting

Why Settle for Ten When You Can Get Eleven? That’s the premise of the new Seven Eleven advertising campaign. It celebrates dialing things up beyond the normal cap set by a scale of one to ten.

What’s behind the biggest campaign from the brand to date? The idea of connecting with customers in the spirit of joy.

The new campaign is described in CStoreDecisions as “full of youthful energy and zeal — all against the backdrop of a 7-Eleven parking lot — a stage where everyone, every subculture, is welcome to be themselves.”

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That definitely applies to the skater with the slurpee in this video:

The description also holds for the Rockabilly crew’s coffee stop:

Strictly speaking, though, the other spots are not filmed in a 7-eleven parking lot, even when the store’s sign can be seen, as in the Big Gulps taken to go:

There’s also the band in a garage extolling the virtues of 7-Eleven delivery at any time of day or night:

The campaign is not meant to boost a business that has been suffering during the pandemic. On the contrary, as Marissa Jarratt, chief marketing officer at 7-Eleven, confirmed when speaking to the Wall Street Journal  that the stores’ revenue grew last year because purchase amounts per visitor increased.

But all convenience stores enjoyed that bump, and convenience alone is not enough to win over brand loyalty. “Convenience is no longer our competitive advantage,” Jarratt observed.

So, the commercials are about associating the brand with joyful experiences. It’s not just about grabbing a convenient and cheap cup of coffee but making it part of something fun and exciting.

As we saw in Don’t Make Ads: Make Engaging Entertainment, joyful positivity always infuses impact into marketing. That’s what 7-Eleven is aiming for with its new campaign.

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