7-Eleven Takes on G.I. Joe


7-Eleven Inc., Dallas,  has joined forces with Paramount Pictures to promote the Aug. 7 release of the new action movie, “G.I. Joe: The Rise of Cobra.” 


The c-store is starting a promotion Wednesday that will feature a  new G.I. JOE-themed true-blue Slurpee flavor called Liquid Artillery, a summer fruit blend of strawberry, pineapple and lime flavors created by The Coca-Cola Co. Four 22-oz. collectible Slurpee cups with matching character straws feature G.I. JOE team members CONRAD DUKE HOWSER and SNAKE EYES, and COBRA members, BARONESS and STORM SHADOW. An online Slurpee Nation sweepstakes offers a grand-prize trip for two to attend the Los Angeles premiere of the movie.


In addition to the Slurpee flavor, 7-Eleven also has added ‘GO JOE’ Cappuccino, which is 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.”


“This program brings the excitement of the new movie right inside 7-Eleven stores,” commented LeeAnne Stables, executive vice president of worldwide marketing partnerships at Paramount Pictures. “Fans will get an early taste of this big screen update of their favorite characters from this incredible action-packed ‘G.I. Joe: The Rise of Cobra’ film.”


In addition to the four plastic 3D cups, 7-Eleven also is offering 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 awarded in the month-long sweepstakes will 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.


Besides the online sweepstakes and in-store signage, cups and collectibles, 7-Eleven will run radio advertising promoting the “G.I. Joe: The Rise of Cobra” campaign in select markets. 




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