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• Circle K was positioned on the idea of convenience using a variety of taglines and campaign themes over the years. At the time, Circle K used an exclusive position as the Official Pit Stop of NASCAR as the primary vehicle to communicate fast, in-and-out, quality products and services. Racing-themed creative was used across ad campaigns, point-of-purchase materials and sales promotions.

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• Although research attested that the “pit stop” concept was understood by consumers, it also indicated the NASCAR messenger was limiting in terms of appeal to consumers outside of the racing belt and internationally. In addition, competitive intelligence showed that the ability to get in and out quickly was not a unique or differentiating idea, but rather the mere definition of a convenience store.

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• ConocoPhillips decided to reposition the Circle K brand with a broader and more compelling message. Although awareness and consideration levels were high in media markets, research revealed that there were opportunities for Circle K to build trial and expand its market share with a new positioning strategy.

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