Earlier today our own Shawn Paul Wood asked a serious question: is Target’s statement in support of same-sex marriage really a heartfelt advocacy move or just another publicity stunt?
Now we can offer you a counter-example via the oddest source: 7-Eleven. In Stockholm. To celebrate last week’s Pride Parade, the convenience chain (which amusingly compared itself to Uber in a recent strategy document) created a pop-up wedding chapel with the help of Swedish PR/marketing agency Wenderfalck.
New in Stockholm Pride: they turned 7-eleven into a “wedding chapel” and you can actually get gay-married legally… pic.twitter.com/iKRVUwCe5C
— Dream Euro Trip (@DreamEuroTrip) August 1, 2014
Here’s the homepage, which certainly seems like a legitimate attempt to bring the tagline “Oppet for alla” (open for all) to life. The events even included “one of few openly homosexual Imams, who presided over the marriage of a lesbian Islamic couple.”
This kind of stunt isn’t technically new for 7-Eleven, which got a bit of press attention way back in 1992 for doubling as a chapel for a couple of lucky Detroit lovebirds. Still, we’d like to see Target pull a move like this.