7-Eleven
Kerwin Frost x 7-Eleven
When you make an absurd number of craveable snacks, you need and absurd number of pockets to carry them all.
To generate awareness around 7-Eleven’s private label products and drive consideration among Gen Z customers, we partnered with streetwear designer, fashion icon, and fellow maker-of-the-unexpected, Kerwin Frost, to create the Snack Attack Uniform. A limited-edition outfit featuring 18 pockets (that’s 7+11), each custom-built to house a 7-Eleven private label treat.
Kerwin Frost x 7-Eleven
Snack Attack Uniform
When you make an absurd number of craveable snacks, you need and absurd number of pockets to carry them all.
To generate awareness around 7-Eleven’s private label products and drive consideration among Gen Z customers, we partnered with streetwear designer, fashion icon, and fellow maker-of-the-unexpected, Kerwin Frost, to create the Snack Attack Uniform. A limited-edition outfit featuring 18 pockets (that’s 7+11), each custom-built to house a 7-Eleven private label treat.
We teased our collaboration at ComplexCon with a pop-up 7-Eleven inside Kerwin’s Kingdom. The experience featured Kerwin’s Snack Party Mix Popcorn, a limited run co-branded popcorn, and some of Kerwin’s other favorite 7-Eleven private label snacks. The popcorn collab became an instant hit with fans and showed up for sale on eBay for upwards of $30 following the event.
Launch of the uniform:
Following the ComplexCon announcement, Kerwin unveiled his official Snack Attack Uniform on social and began selling it directly through his site kerwinskingdom.com.
Amplification:
Kerwin’s posts drew immediate attention from his fans and celebrities, who were excited for the drop. To further amplify social reach, mailers were sent to Kerwin’s robust network of celeb friendlies and Gen Z super-influencers.
The Snack Attack Uniform appeared in over 120 organic posts on Instagram and Tik-Tok — and was still popping up six months later, on Baby Shark Korea’s insta-feed when Korean pop-star CL donned it in multiple videos promoting her new character on the Nickelodeon series.
Results:
The 7-Eleven x Kerwin Frost collaboration got Millennial and Gen Z consumers seeing and talking about 7-Eleven in a whole new way and garnered:
- 275 Media Placements
- 752 Million Earned Impressions
- 56.3 Million Social Impression
- 100% Earned and Organic
ECD, Creative lead
Initial Concept:
Doug Kohnen, Art
Brett Dixon, Copy
© 2023 Sarah Bruns. The work in this porfolio was designed and produced for the brands represented and is protected under copyright law. It shall not be infringed upon, reproduced, or redistrubuted without consent. All rights reserved.