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    X-Men Land at 7-Eleven

    Convenience store company launches promotion this month with Slurpee and hot beverage offers in preparation for May theatrical release.

    DALLAS -- 7-Eleven Inc. is planning a storewide tie-in to the theatrical release of "X-Men Origins: Wolverine," which premieres May 1, the company reported.

    Accompanying superhero Slurpee cups featuring action-packed graphics of Wolverine, Sabretooth and Gambit, is a new, Slurpee flavor -- Mutant Berry. Billed as Hawaiian Punch Berry Limeade Blast, the Dr Pepper-created flavor was one of the top to get votes in an independent taste tests held last summer. Other winning flavors in a mass consumer taste-off last year will be featured throughout the summer Slurpee season, according to the company.

    "Fox movies and characters -- from the X-Men franchise to The Simpsons -- resonate strongly with Slurpee drinkers," said Jay Wilkins, 7-Eleven brand manager for Slurpee and fountain beverages. "They’re irreverent, clever, daring and like to live life on the edge -- all traits that appeal to the youngest Slurpee generation. It’s a great beginning to a fun-filled Slurpee season."

    Not only will X-Men characters appear at the Slurpee machine, but a Slurpee beverage will make a brief cameo appearance in the upcoming movie, where Blob, an X-Man of gargantuan proportions, is seen with a Slurpee beverage colossally bigger than any found in a 7-Eleven store, the company reported. His likeness, with Slurpee drink firmly in hand, is one of four collectible X-Men characters adorning Slurpee straws in April. Retailing for $1.69, each "X-Men Origins: Wolverine" Slurpee straw comes with a removable figure and a base on which to display it.

    Besides the collectible cups and character straws, a special Big Gulp cup will also be part of a month-long promotion. The silver cup is inspired by Wolverine’s indestructible adamantium skeleton featured in the movie as part of the secret Weapon X program.

    Movie promotions at 7-Eleven stores typically have been tied to 7-Eleven’s cold proprietary beverages, but this year, for the first time the promotion will cross over into hot beverages with X-Treme Energy Cappuccino and a refillable stainless steel coffee mug sporting Wolverine’s trademark triple claw slash mark offered in 7-Eleven stores. Infused with taurine, a 12-ounce serving of X-Treme Energy Cappuccino, contains the same amount of caffeine as an 8-ounce can of Red Bull or other energy drink, the company reported.

    "Summer means school's out, vacation time, beach volleyball and surfing, cruising with the top down, going to the movies, hanging out with friends, and, of course, drinking Slurpee beverages," Wilkins said. "While it’s not quite summer yet, the Slurpee season really begins in earnest in April for 7-Eleven when warm weather starts to set in. 'X-Men Origins: Wolverine' is our first really big Slurpee event for 2009, and we plan to have a lot of fun with it."

    Part of the entertainment appears on the www.slurpee.com homepage featuring the Mutant Berry Slurpee flavor, collectible "X-Men Origins: Wolverine" cups and straws, as well as a link to watch the movie trailer. 7-Eleven also launched a BrainFreeze Laboratory on the Web site, where visitors can upload pictures of themselves and friends for a face-freezing simulation that can be shared on Facebook or via e-mail.

    Assisting 7-Eleven in developing the partnerships and promotions for the "X-Men Origins: Wolverine" program is FreshWorks, 7-Eleven Inc.’s advertising and marketing agency, which is a consortium of Omnicom companies. This is the same firm that helped 7-Eleven bring the Kwikee Mart to life for the 2007 premier of Fox's The Simpsons Movie.

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