When It Hits Ya

When Stripes came to us, they were a newly-established convenience store in search of a brand. The Susser Corporation had bought hundreds of Circle K stores in Texas and Oklahoma that needed a completely new visual identity. Our team began redesigning the store interiors and exteriors.

Meanwhile, our strategists began their research in order to build a relevant and effective brand message. The research revealed that almost all convenience store purchases are spur-of-the-moment. Someone gets an urge and acts upon it. Therefore, we built the new Stripes brand around the idea that when that urge hits, you go to Stripes. 

I crafted a series of TV spots for Stripes and its in-house taqueria, Laredo Taco Company, that featured anthropomorphic cups, hot dogs, tacos and beer bottles that would gently remind people that now would be a good time to go satisfy a sudden craving. 

Outdoor boards and radio supported the TV. The results were a wild success with sales steadily climbing over the year-long buy.