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    7-Eleven Launches Improved Mountain Dew Slurpee for X Games

    More intensely flavored and colored drinks to be served in collectible cups.

    DALLAS -- 7-Eleven Inc., an official sponsor of the summer ESPN X Games X along with Mountain Dew, one of its top-selling Slurpee flavors, will show its support in stores with an improved Mountain Dew Slurpee, with more intense flavor and color. The neon green frozen treat can be poured up in one of three collectible cups featuring three top X Games athletes: skateboarder Shaun White, motocrosser Carey Hart or BMX-er Allan Cooke. The 32-ounce collector cups will be available at participating 7-Eleven stores through August.

    The X Games cups are a joint promotion between 7-Eleven, Mountain Dew and ESPN. As part of the month-long promotion, customers can register at participating 7-Eleven stores or at www.slurpee.com to win autographed skateboards, T-shirts, BMX bikes, Mountain Dew-brand gear packs and the grand prize -- an all-expenses-paid trip to either the Winter X Games IX or X Games XI.

    "The X Games are the ultimate in action sports, and we thought it perfect to create action cups for our X Games Slurpee event," said John Ryckevic, Slurpee and fountain category manager for 7-Eleven. "Each cup shows either Shaun, Carey or Allan performing a signature move. You can watch them jump, flip and fly right on the cup and right before your very eyes. It's not quite like being at the X Games, but it's still pretty cool."

    Slurpee and Mountain Dew are youth-targeted drinks, and Mountain Dew worked with 7-Eleven to intensify the soft drink's high-energy flavor in Slurpee form. "We've paired the ultimate drink for teens and the ultimate sports event," said Ryckevic. "We think it's a winner."

    This year's X Games will air live Aug. 5-8 on ABC and ESPN. At the Los Angeles event at the STAPLES Center, 7-Eleven will give free samples of Mountain Dew Slurpees to fans who visit the Slurpee tent. The three X Games celebrities featured on the Slurpee cups also will appear in special Slurpee television spots appearing exclusively on ESPN, ESPN 2 and ABC.

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