7-Eleven builds a best-value branding strategy

This process takes shape through a collaborative process, says Tom Gerrity, senior director, merchandising and processed foods, at 7-Eleven. Suppliers working closely with 7-Eleven’s category managers make the final packaging decisions, with input from marketing and other in-house departments.

7-Select products are presented on multiple tiers, Gerrity adds. “Packaging is key to creating consumer awareness, especially because there is no advertising of the 7-Select brand,” he notes. “The consistent look, packaging, and logo are important to creating the brand, showing consistency, and building consumer confidence in our products.”