Inside 7-Eleven’s Big Bet on Nostalgia, Gen Z, and Live Music
For decades, naming rights were reserved for stadiums and arenas — long-term plays that signaled a brand’s scale, cultural relevance, and staying power. But today, music festivals are commanding that same level of investment.
Now, brands aren’t just activating onsite at festivals — they’re headlining them.
We’re seeing it globally with brands like Coca-Cola and Corona in Mexico, and Rockstar Energy now presenting six festivals in the UK. At Flow Fest, Coca-Cola achieved 99% purchase intent and 86% sponsorship recall, with 81% of fans naming it their top cola brand. Meanwhile, at Corona Capital, 89% of fans recalled Corona as a sponsor, and 98% said they planned to purchase it — with 99% agreeing the sponsorship elevated the brand’s image.
And now, that shift is accelerating in the U.S. with When We Were Young presented by 7-Eleven — a festival built on pop-punk nostalgia and fueled by a generation that grew up on late-night Slurpee runs and parking lot playlists. For a nearly 100-year-old brand, it’s a move that feels both emotional and earned.
Live Nation’s Russell Wallach caught up with Marissa Jarratt, Chief Marketing & Sustainability Officer of 7-Eleven, about why they leaned into this moment, what it means to show up meaningfully in fan culture, and how 7-Eleven is turning live music into a strategic growth platform to reach new audiences in the moments they’ll never forget.
Russell Wallach (RW): We’ve been working on this partnership for a while, and now it’s out in the world. You’re the first-ever presenting partner of When We Were Young, and you’re showing up at a few other festivals with full-scale fan experiences like Slurpee Street and the 7-Eleven Hangout. What made you want to go big—and go across multiple festivals and genres—right from the start?
Marissa Jarratt (MJ): What makes 7-Eleven so special is that we serve customers across the country with all kinds of backgrounds, interests and passions. We’ve always believed in meeting customers where they are and creating meaningful connections that ultimately turn them into brand fans, especially in spaces like live music where culture and community come together. Going big across multiple festivals and genres reflects our ambition to connect to younger audiences by being part of the moments that matter most to them. Whether it’s punk nostalgia at When We Were Young, hip-hop energy at Rolling Loud or indie vibes at Governors Ball, each of these festivals represent a different slice of culture which reflects the diversity of our customers and lets us meet fans in the spaces that matter to them. As a nearly 100-year-old brand, 7-Eleven has long been a part of people’s everyday memories – making When We Were Young Presented by 7-Eleven, a nostalgia-driven festival, a natural place for us to show up in a big way.
RW: When We Were Young is rooted in emo nostalgia. 7-Eleven already holds a special place in a lot of people’s memories – I could never resist grabbing a Slurpee with all the different flavors combined when I was a kid. How did you approach leaning into that shared memory in a way that feels fresh and culturally relevant today?
MJ: We tapped into something timeless by linking our brand with When We Were Young: our shared power of nostalgia. With our 98th birthday coming up and more than 51% of the U.S. population living within two miles of our stores, 7-Eleven has been part of so many people’s coming-of-age experience. Much of that coming-of-age experience people associate with our instantly recognizable lineup of products like the Slurpee drink, Big Gulp drink and Big Bite hot dog. 7-Eleven holds a nostalgic place in many people’s memories, and by tapping into the nostalgic music and live experiences at When We Were Young, we’re celebrating the history of our brand while also introducing it to a new generation.
RW: Beyond the nostalgia of WWWY, you’re also showing up at some of the biggest Gen Z festivals like Governors Ball and Rolling Loud. What does it mean for 7-Eleven to connect with Gen Z fans and become such an integral part of the moments that matter most to them?
MJ: At 7-Eleven, our growth target is Gen Z and younger Millennials. As the world’s largest convenience retailer, we want to approach them in a way that acknowledges our 100-year history, while also showing that we are a modern brand ready to meet their needs. By showing up in the heart of music culture and creating moments they can really feel, we’re building new emotional connections. Whether it’s grabbing a Slurpee drink and 7-Select chips with friends or discovering a fun activation on the festival grounds, we want to be part of the experiences that stick with them and make them think of 7-Eleven in a fresh way.
RW: You’re not just on the sidelines—you’re making 7-Eleven part of the fan experience with activations like Slurpee Street and the 7-Eleven Hangout that fans can really step into. What do you want them to feel when they walk through those experiences, and what do you hope sticks with them most?
MJ: We’re keeping some of the details of the plans for these festivals under wraps for now, but fans can expect immersive experiences that feel distinctly 7-Eleven combined with the energy of live music. Our goal is to create a space that feels like an extension of the festival, and we hope fans walk away having enjoyed a Slurpee drink and made a memory tied to the brand. We can’t wait to share more soon.
RW: The lineup for When We Were Young is stacked this year. Who’s on your must-see list?
MJ: So many iconic names it’s tough to choose! But if I had to narrow it down, I’d say Blink-182 and Weezer are at the top of my list. I was in high school in the ‘90s, so many of these bands are on the playlist from that era of my life, as with so many of us. In 2023, Mark Hoppus from Blink showed off his 7-Eleven fandom by wearing a tee from our 7-Eleven x Pac-Man collaboration during a performance! Gen Z is fueling a punk rock revival along with the resurgence of bands from before their time, so this partnership comes at a perfect time when we’ve already been tapping into this trend as the nostalgia of 90’s rock is a cultural touchpoint.
