Besides its frozen blue Slurpee drink, 7-Eleven has added a hot beverage tie-in with a 'Go Joe' Cappuccino, mocha-flavored with three natural energy ingredients--taurine, guarana and caffeine. One 12-oz. cup has as much caffeine as an 8-oz. energy drink. Refillable silver and black16-oz. 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 has 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.
Prizes 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.
Besides the online sweepstakes and in-store signage, cups and collectibles, 7-Eleven will run radio advertising promoting the campaign in select markets. Assisting 7-Eleven in developing the partnerships and promotions for the G.I. Joe program is FreshWorks, its advertising and marketing agency, which is a consortium of Omnicom companies.
Dallas-based 7 Eleven operates, franchises or licenses approximately 7,800 7-Eleven stores in North America. Globally, 7-Eleven operates, franchises or licenses more than 36,200 stores in 15 countries. During 2008, 7-Eleven stores worldwide generated total sales of more than $53.7 billion.
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