Happiness Is 7-Eleven China’s Snoopy-Themed Stores

Four decorated outlets help celebrate the beloved beagle’s 70th birthday.

September 29, 2020

HONG KONG—7-Eleven China has converted four locations in Hong Kong and Macau into Snoopy concept stores, creating an exciting destination where Snoopy fans can celebrate the famous beagle’s 70th birthday, reports RetailNews.Asia.

“HAPPINESS IS….” was selected as the overarching platform for the campaign featuring Snoop and his friends. The famous catchphrase from the cartoon encourages everyone to appreciate the little things in life.

As part of 7-Eleven’s latest redemption program, the chain teamed with “Peanuts” and Niko, a Japanese lifestyle fashion brand, to launch a series of eight colorful, stylish eco-bags featuring Snoopy and the gang.

Each store is decorated top to bottom in a special theme to represent a particular concept under the umbrella of the “HAPPINESS IS…” platform. Special Snoopy touches can be seen on the shopfront, category signage, chiller and freezer doors, walls and in some stores, even the ceiling. Shelving has been transformed to look like Snoopy’s red doghouse, and a custom-made gondola end display was installed featuring a jumbo Snoopy figure driving a bright yellow school bus.

An exclusive Snoopy x 7-Eleven t-shirt featuring the iconic Charlie Brown chevron stripe has been designed for employees to wear within the stores. One outlet has a dedicated Snoopy corner where customers can purchase exclusive themed merchandise, including pet products, lunch boxes, cutlery sets and accessories.

The eye-catching displays and artwork give customers many opportunities to take “Instaworthy” images to share on social media. The authentic user-generated content is invaluable in creating buzz for the stores and far-reaching exposure of the campaign.