7-Eleven, Fruitas try to douse Filipinos’ election anxiety with a sip

fruitas-cupIt’s just a month to the Philippine elections, which will determine the next president and vice president and fill senatorial slots. Since the vote will have a major impact on the fate of people’s lives and that of the country, Filipinos cited the elections as a source of considerable anxiety in JWT’s 10 Trends local research, conducted in December 2009. For example, an engineer we interviewed said the elections will determine whether he needs to worry about his personal stability, as well as the country’s.

Convenience-store chain 7-Eleven and juice chain Fruitas are seeking to defuse anxiety during the lead-up to the elections with a bit of fun. The “7-Elections” promotion carries the fun line “Every Gulp counts” and offers 10 colorful cups decorated with each candidate’s face for customers buying a Gulp drink. Each choice mimics one vote (there’s even one for those abstaining or undecided). A Web site tracks the votes and shows a daily tally. For my friend who likes Fruitas’ fruit shakes, sipping from the colorful cups that feature each candidate’s slogan gives her a moment to think about how to exercise her civic duty.

Does your brand have an opportunity to ease your consumers’ anxiety when it’s at its height?


Photo Credits: Pam G., www.7-elections.com

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