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DALLAS -- 7-Eleven stores began offering a new Slurpee flavor this week as part of its G.I. Joe promotions to tie in with the launch of the new movie. The flavor is true-blue Slurpee—Liquid Artillery, a summer fruit blend of strawberry, pineapple and lime flavors created by The Coca-Cola Co. 7-Eleven is offering four 22-ounce collectible Slurpee cups with matching character straws feature G.I. Joe team members and Cobra members, the company reported.
Additionally, an online Slurpee Nation sweepstakes offers a grand-prize trip for two to attend the Los Angeles premiere of the movie.
Besides its frozen blue Slurpee drink, 7-Eleven added a hot beverage tie-in with a ‘GO JOE’ Cappuccino, mocha-flavored with three natural energy ingredients—taurine, guarana and caffeine. One 12-ounce cup has as much caffeine as an 8-ounce energy drink. Refillable silver and black 16-ounce coffee mugs featuring the G.I. JOE logo also are available while supplies last.
"G.I. JOE is probably the best-known boy’s toy in the world," said Jay Wilkins, 7-Eleven brand manager for cold beverages. "The movie has a ready-made audience of boys and men who played with G.I. JOE, and we want to bring back some of those great childhood memories by promoting ‘G. I. Joe: The Rise of Cobra’ with a great, new Slurpee drink, fun cups and straws."
In addition to the four plastic 3D cups, 7-Eleven created two paper Slurpee cups with movie graphics along with Slurpee Nation reward codes that can be used to enter an online instant-win sweepstakes at www.slurpee.com.
Prizes to be awarded in the month-long sweepstakes include Xbox 360 Entertainment Systems; G.I. JOE Xbox 360 videogames; Xbox LIVE Gold subscriptions; and one-year subscriptions to Symantec’s Norton Antivirus and spyware removal program. The sweepstakes for the trip to the Los Angeles movie premiere ends July 20.
Directed by Stephen Sommers ("The Mummy"), the cast of "G.I. Joe: The Rise of Cobra" includes Sienna Miller, Channing Tatum, Marlon Wayons and Dennis Quaid.
Besides the online sweepstakes and in-store signage, cups and collectibles, 7-Eleven will run also radio advertising promoting the "G.I. Joe: The Rise of Cobra" campaign in select markets.
Assisting the company in developing the partnerships and promotions for the G.I. JOE program is FreshWorks, 7-Eleven Inc.’s advertising and marketing agency, which is a consortium of Omnicom companies.
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