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TEMPE, Ariz. -- Circle K convenience stores will break a new advertising campaign developed by Dailey & Associates.
"The launch of the new creative marks an exciting new period for Circle K. With our NASCAR sponsorship ending this year, we are transitioning away from our positioning as The Official Pit Stop of NASCAR," said Kathleen Grodsky, director of retail advertising and brand management for ConocoPhillips, Circle K's parent company. "We were excited by the challenge of repositioning the brand. Our new tagline 'What else do you need?' addresses both our selection and services and can be implemented operationally and across all consumer and internal
The campaign features four uniquely formatted 30-second TV spots, monthly radio spots featuring local Circle K employees, and outdoor with rotating product offerings. In the TV campaign, the format is really the star. Each spot is actually two :15 second sections in which the latter half continues the story with a twist.
"The 'What else do you need?' campaign truly allows Circle K to differentiate themselves within a highly competitive category," said Brian Morris, president of Dailey. "Circle K had a very smart, single-minded strategy to drive sales. This allowed the agency to develop a highly targeted yet extendable campaign. Plus the spots are very funny and memorable. It doesn't get much better than that."
Creative launches May 21 in Phoenix and Tucson. The creative is scheduled to run the remainder of 2003. Additional markets are to be determined over hte next few weeks, the companies said.
ConocoPhillips' retail division is based in Tempe, Ariz. and owns and operates approximately 2,200 Circle K stores in 18 states.