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SMFB selected as lead global creative agency for Circle K brand


Oslo, September 2015 – SMFB, an independent creative agency, is appointed lead creative agency by Canadian retailer Alimentation Couche-Tard (Couche-Tard) for its new global brand.

Couche-Tard, one of the world’s leading convenience retailers, recently announced its new, global convenience brand, “Circle K”. The new Circle K brand will replace Couche-Tard’s existing Circle K®, Statoil®, Mac’s® and Kangaroo Express® branding on stores and service stations across Canada, the USA, Scandinavia and Central and Eastern Europe. The new Circle K brand will also appear on licensed stores worldwide and will be a fundamental part of Couche-Tard’s future growth.

Couche-Tard’s stated aspiration is to make the new Circle K the world’s preferred destination for convenience and fuel.  “The work we are doing together with SMFB is already mobilizing our internal teams and receiving overwhelming support throughout the organization around the world.  We look forward to the journey ahead”, says Kim James, Global Director of Brand Management.

“Very few people will ever have the opportunity to be a part of launching a new global brand of this size and magnitude. It is extremely inspiring and motivating for us at SMFB to work with Couche-Tard and its Circle K brand. It is a company with an amazing ability to turn big ambitions into a reality. Together, we have created a framework for a new global brand, which will now be brought to life by 100,000 employees all over the world with the help of great communication”, says Christian Steen, Managing Director in SMFB.

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 Creative agency
 Circle K
 New global brand

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