#4: A Cultural Observer

If you watch over an hour of television a week, you've probably seen this ad before. And, if you're like me, you probably loathe seeing its bland formula and weak stylization. I'm guessing most people who see this ad don't really pay attention when it comes on, meaning that this ad by most definitions is unsuccessful. How, then, does 5 Hour Energy sell over 9 million bottles each week?

I work at a convenience store. We're similar to a 7-11 store, carrying everything from candy to dog biscuits to knit caps. On the weekends, beer is our most popular item. During the day, our most popular items can range from dairy products, cigarettes, ramen noodles, soda, chips and canned food. But the one item that sells consistently throughout the day is 5 hour energy. My store keeps the 5 Hour Energies right by the cash register, so they're in plain sight and reach while customers are checking out. Also, the other energy drinks like Red Bull and Rockstar are in the back of the store. These reasons might explain why 5 Hour Energy sells more than the other drinks at my store. Another reason might be that customers prefer the small amount of liquid in a 5 Hour Energy over the higher volumes. But whatever the reason, 5 Hour Energy remains one of the highest selling items in my store.

In class, Deb talked about the importance of being a "cultural observer" as part of the creative process. I know she meant that it's important to read, watch and listen to the world around us, but I began to think about the role of "cultural observer" in a more anthropological way. I think of my job at the convenience store as half sales and half people watching. I interact with probably 300 different people during each shift. These people are typically college students, but I also meet a lot of local business people and transients. I think my role at the convenience store gives me a unique glance into the purchasing decisions of a specific market. I personally see what types of people buy what types of things and at what times of the day. I'm literally a cultural observer.