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Circle K launches their new brand with a big bang

New name, new brand, new logo. When Statoil changed its name to Circle K it had to get all of its employees on board, from Ystad to Haparanda. The company opted for a two-day blast-off at Stockholmsmässan.

The challenge

At a large company, how do you get all of your employees on board for a journey toward launching an entirely new brand?

“For us, it was imperative to get all of our employees together at the same time. And we wanted to throw them a real party. The expectations were sky high,” says Sirincan Kibar, event specialist at Circle K.

“One challenge we had at Stockholmsmässan was reassuring the customer that we’d deliver a first-class experience while running two other events in the same building. We have a track record of arranging parallel events, so from our perspective we didn’t foresee any problems,” says Emma Mancilla, sales manager at Stockholmsmässan.

The solution

On the first day, 800 salaried office workers from the Nordic service offices gathered for a conference, and on the next day it was time for 1,800 service station employees to attend a second conference. At the same time, around forty suppliers were invited to Circle K to show their products at a mini-trade show. The evening was rounded off with a huge party for all employees with live entertainment.

“Even though it was a huge venue, the atmosphere was fantastic. We rarely have such good parties like that. The food, especially, was amazing,” says Kibar.


With three such large events taking place over two days, everything needed to run like clockwork. Clear communication was essential for making sure all the individual pieces fell into place.

“We’re impressed by Stockholmsmässan. They were always very clear, open, responsive and communicative,” says Kibar.
The biggest hit among Circle K’s employees had to be the supplier trade show.

“We’ve invited our suppliers to events before, but this was the first time it was a real trade show. Stockholmsmässan proved beyond a doubt that they are true professionals through and through,” says Kibar.
And as far as their overall goal was concerned – anchoring a major rebranding among nearly 2,000 employees – Circle K passed with flying colors.

“Engagement among our employees was already very high, but this sparked even more enthusiasm. Now everyone is fired up!”

Want to learn more about Circle K’s solution?
Contact Emma Mancilla, emma.mancilla@stockholmsmassan.se