In the course of costing the company over NIS 100 million, about 200 ‘Mint’ stores will become ‘JOE’ – the coffee shops that are already active today in about 55 stores at the gas stations | The new-old branding will exterminate the mint brand and advise the ‘JOE’ brand in a campaign that will treat coffee as a key motif on the road
Chilik Berkowitz 11.07.2022
Delek Israel is launching a new branding at a cost of about NIS 100 million for the convenience stores of gas stations. The move will be accompanied by a new advertising campaign to be carried out by the Glickman Samsonov Shamir advertising agency.
As part of the campaign and the new branding for the convenience stores of gas stations, the brand name ‘Mint’ will be changed to ‘JOE’. The budget of the move includes the new branding, the renovation of the stores and the cost of the advertising campaign.
It is not clear why the choice of Joe is considered a completely new branding when 55 stores already carry the new brand name, but without a doubt, about 200 mint stores that, according to various estimates, have sales of about NIS 1 billion, is a significant move at least budgetary. Will the impact from the audience be worth the investment? There is no knowing.
The Delek Group owns about 240 gas stations, of which about 175 are directly owned and about 65 more stations to which it supplies fuel. Now as mentioned, the company is announcing a process of rebranding the Delek convenience stores from Mint to Joe, which includes renovating the stations with the new look. The new branding will be accompanied by an advertising campaign which puts JOE’s quality coffee at the center and places the emphasis on quality coffee along the way. Shlomo Braba’s voice will accompany the advertising campaign.