Welcome to the first mascot post of Branding Singapore! To start this series of posts, we will be looking at 7-Eleven's luckycons.
Although this blog is mainly focused on Singapore-made brands, some exceptions can be made: Singapore-specific campaigns and rebrands will still be featured here, and the luckycons are one such example of a local strategy.
Jackpot $ Jackpot $ Jackpot $
In July 2016, 7-Eleven Singapore posted this video to announce its rebranding campaign. Their new slogan became "Always 7-Eleven" to show that "there's always (whatever you need) at 7-Eleven".
Orbital Group was in charge of this rebrand, and they sure did a great job with the cute illustrations of products they call luckycons. The only question was this: why are they called luckycons? Is it because sometimes Slurpee machines do not work so when you do get to buy Slurpee shakes, you are considered lucky? :(
We had to wait until September 2016 for the answer. Along with these videos featuring the luckycons, 7-Eleven also created virtual slot machines so you could try to win free 7-Eleven products if you were lucky enough.
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| You can still access the website here, although this campaign has already ended |
Cuteness Overdrive
Ever since the rebranding video, most of 7-Eleven's marketing material now feature luckycons. Well, I am not sure whether to call them luckycons because almost every illustrated object has those cute eyes and mouth, including the store itself! Have a look at just how many luckycons there are:
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| Meet the cutie 7-Eleven! |
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| From the rebranding video alone :O |
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| Even their mittens have faces |
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| Most posters feature luckycons for the products featured (For example salads, chocolate bars, energy drinks) |
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| The luckycons even dress up for different seasons! Can you spot Slurpee Donald Trump? |
Not complaining though, it really puts a smile on my face whenever I see these critters.
Kill 'em with cuteness
Half a year after the luckycons were introduced, 7-Eleven blessed us with 7 luckycon plushies to collect. The best thing was that these plushies came in opaque bags – you had to be lucky enough to buy all 7 of them without getting repeats. Of course, you could feel the wrapper and have everyone stare at you for doing so, but who cares right!
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| >_< |
I am excited to see how the luckycons will be used for marketing campaigns in the future. First, a slot machine, followed by plushies. What's next? A Candy Crush-like game with luckycons replacing the candy? I would love that. But another set of plushies would also be appreciated!
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Which is your favourite luckycon?
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