“Why is the n in 7-ELEVEN’s logo
not capitalized?”
A question many 7-Eleven fans didn’t know they needed to ask until our we had a little fun on April Fools for 2025
But first we had to remind people that this was a question they needed to be asking more…
So we took a risk, and “leaked” an internal memo about the logo and the truth behind it. Banking on our audience being angaged enough to take the bait.
To follow, we storyboarded, scripted and shot an “accidental” Instagram Live that leaked an “internal meeting” about 7-Eleven’s rebrand, mostly to assuage any questions about the lowercase n.
We even seeded it Pubity to get some news outlet coverage on this “breaking scandal”