7-Eleven and Pepsi conjure sweet surprise for young fans with new concept store

7-Eleven and Pepsi have collaborated for a 7-Eleven x Pepsi Concept Store in Malaysia which features interactive activities such as floor projections, infinity mirrors, interactive pong games, and a neon photo area for consumers to spice up their Instagram feed accompanied with BLACKPINK music in the background. The K-pop girl group was named Pepsi's brand ambassadors in Asia in January this year.

Additionally, the new concept store will have a café area where customers can relax with their Pepsi products and 7-Eleven’s ready-to-eat meals and snacks. On a whole, the store seeks to elevate the buy-and-go shopping behaviour of consumers, creating a space for them to discover new products and experience a range of fun-filled engagements. Located at DA Square at Damansara Avenue, the 7-Eleven x Pepsi Concept Store comes at a time when retailers are required to go beyond just providing in-demand products and services by creating omnichannel experiences and introducing "retailtainment" experiences for customers, 7-Eleven said.

In a phone conversation with A+M, Jennifer Lee, PepsiCo's marketing manager (total beverage portfolio) for Malaysia, Singapore, Mongolia, Brunei and Pacific Island, said the project was in the works for six months and is part of the company's plans to bring a futuristic user experience to consumers. While Lee declined to comment on the monetary investment behind the new concept store, she said the store is targeted at Millennials and Gen Zs, who are digitally-savvy and constantly on the hunt for the next new thing. "We want to target individuals who are open to new challenges and experiences. Winning the hearts of younger consumers will allow the brand to continue fostering our relationship with the next generation," she said. 

To raise awareness of the new concept store, Pepsi invited key opinion leaders to the media launch. Pepsi x BLACKPINK limited edition merchandise are also available for redemption upon purchase of Pepsi products. The brand is also running a social media contest to drum up awareness and draw visitors to the concept store. Customers who visit the 7-Eleven x Pepsi Concept Store can snap photos of themselves in-store and share them on their social media channels with a creative caption and hashtag #pepsiconceptstore. Limited-edition Pepsi x Pestle and Mortar T-shirts will be given out to 80 Pepsi fans with the most exciting posts. 

"Pestle and Mortar's target audience is similar to Pepsi's. We partnered with them so as to win the hearts of younger consumers," Lee explained. She added that overall, the new concept store is expected to increase sales and footfall for Pepsi but declined to comment further on specifics. According to Lee, the store design was done in collaboration with its bottler Etika as well as Noir By Entropia and Entropia Xtended Reality, with the latter taking the lead on the store's creative development. A+M has reached out to 7-Eleven, and Pestle and Mortar for additional information.

Entropia's partner Ramakrishnan CN told A+M that the team conceptualised the elements designed to engage the young audience, with familiar user interfaces and tech surprises that delight. Some examples included projection mapping based on motion triggers, gesture and touch-based games, and the first-ever targeted spatial audio technology in Malaysia. Code-named "Voice of God", the last experience uses directional speakers to point sound waves to a particular spot and a person.

"On coming near the chillers, the person hears a special Pepsi call out as if someone was talking from inside their heads, and no one else in the store will hear the same. All the experiences are unique and break the clutter to establish the futuristic bold image of Pepsi," he added.

Khalid Alvi (pictured below left), CEO - Malaysia, Singapore and Brunei at Etika Holdings, said the team has adopted a bold attitude to experimenting and creating new experiences that its customers will thoroughly enjoy. "Our partnership with 7-Eleven is an extension of Pepsi’s BOLD and innovative attitude as we bring new in-store experiences for customers in Malaysia," he said.

Meanwhile, 7-Eleven Malaysia's co-CEO Wong Wai Keong (pictured below right) said the collaboration will further strengthen its position as "the undisputed leading one-stop convenience brand" as it continuously seeks innovative and fun ways to enhance its customers' shopping experience.

Separately, 7-Eleven also had a similar concept store in Singapore done in collaboration with Coca-Cola. The 7-Eleven x Coca-Cola two-storey crossover store is designed in Coca-Cola's iconic red and seeks to create a relaxing and refreshing environment for consumers. Customers are welcomed by a giant Coca-Cola Splash Tree depicting the beverages offered by Coca-Cola, while walking past the Nostalgic Zone which features the iconic Coca-Cola Cooler and vintage Coca-Cola wooden crates.

The store's second floor contains a mural featuring 7-Eleven specialties such as Mr Softee, Slurpees and the 7Cafe. It is also filled with attention-grabbing signs and wall panels that illustrate the distinctive elements of the Coca-Cola brand, as well as a Gift Catcher Zone.

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