This was pointed out to me by the brilliant Alison Munsell, cultural commentator extraordinaire at Egg. 7-Eleven is rebranding a dozen of its top-selling stores “Kwik-E Mart” as a tie-in to 20th Century Fox’s new Simpson’s movie. Even though only a few stores will be rebranding, all 7-Elevens will be restocked with key Simpson’s products like Krusty O’s cereal, Buzz Cola, WooHoo! Blue Vanilla Squishee Slurpees, and pink frosted Sprinklicious doughnuts. Now if only they could have Apu behind the counter!
In all seriousness, it’s a brilliant, breakthrough way example of Active Branding, taking the brand to the people, rather than driving the people to the brand. And it’s great to see a brand that doesn’t take itself too seriously. I haven’t found myself in a 7-Eleven in quite a while, but you better believe I’ll be stopping by to check this out!
For more pictures of one of the re-branded stores, check out these photos by Justin in Seattle.
July 3rd, 2007 at 12:15 pm
I love it! What a fabulous way to extend the movie’s reach while making 7-Eleven a must-go-to destination for all the Simpsons’ fans!
I hope we see more of this type of outreach marketing. It’s fun.
July 10th, 2007 at 3:36 pm
What a unique and I expect effective way to invigorate a stale brand! This is reinvention as hip without a logo change…cool.