Stripes Convenience Stores
By virtue of its takeover-based ubiquity, Stripes had become the dominant convenience store in small towns (and its Corpus Christi hometown) across Texas, parts of New Mexico and bits of Arizona. What it possessed in location, location, location, however, it lacked in brand, brand, brand. The fact that the store had locations in areas ranging from pasty Caucasian to heavily Hispanic only confused the issue. Our campaign bridged this seeming cultural disparity by embracing the shared psychographics of our patrons – hardworking folks who just wanted a fair shake and to be enthusiastically supported by the companies they did business with. Bold, spicy, and bold, we spread our message far, wide, and economically via outdoor (including interactive, Twitter-fed digital boards), Facebook, a new website, radio and even in the occasional event sponsorship – two words: wrestling mascots. Sales blossomed, rejoicing was had, yadda, yadda.
Radio
Stripes – Nellie
Stripes – Planet Thirst
Outdoor
Website
Event
Created while GCD @ Firehouse
Design: Zack Ward & Silver Cuellar
Additional writing: William Conner