7 Select Takes Center Stay on Jay Leno

Take a look at this clip of the monologue from the 8/29 episode of The Tonight Show with Jay Leno, the 7-Eleven’s recently redesigned 7 Select Private Brand chips takes a starring role for close to two minutes of Jays set. He starts out with a fat joke referring to his discovery of the 7 Select Big Bite hotdog flavored chips and ends much to his surprise with an endorsement of the product, “You know they’re delicious… quite good.”

The redesign by the branding agency BrandImage – Desgrippes & LAGA looks great in its 2 minutes of fame on Leno.



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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.