The chain is using its upcoming 20th anniversary in the country to expand on its current convenience positioning of 'a 24-hour store near you' to 'Hungry? Have a break at 7-Eleven', according to Publicis-AMA, which is behind the repositioning campaign. As part of its repositioning, 7-Eleven will offer a range of new merchandise.
Publicis associate creative director, Kite La Cuesta, said 7-Eleven also wanted to fortify its position as the market leader against rivals, which are located at petrol stations such as Star Mart and Treats.
To do so, it has chosen to project an image of being "clean, well-lit and a great place to have a break".
In the past, 7-Eleven had played up the convenience factor to highlight its extensive network of outlets in the Philippine capital. There are 170 7-Eleven stores in the Greater Metro Manila area.
With the bulk of its stores located near universities and railways stations, the chain is actively targeting the 13-18 year set, said Penn Roque, Publicis-AMA senior vice-president for client services.
The campaign will run for three months and marks 7-Eleven's first major ad activity in 10 years. Two TV spots have been created for the relaunch, which broke this month. The TVC will be supported by radio, in-store promotions and events.
The first execution shows a student bored in class and suddenly notices a giant hot dog seated next to him. He is then transported to a 7-Eleven store and the TVC ends with the tagline: 'Mag 7-Eleven Muna' (have a 7-11 break). A similar storyline is used in the second spot, which features a train commuter.
