7-Eleven Rolls With 'G.I. Joe'

By Robert Marich
   July 2, 2009 – 7-Eleven introduces a G.I. Joe movie-themed “true-blue Slupree flavor…Liquid Artillery” and a mocha-flavored “Go Joe Cappuccino” as the convenience store chain with 7,800 outlets in North America continues hook-ups with theatrical films.
   The Dallas, Texas-based chain has those special drinks and other in-store promotions with Paramount Pictures for the Aug. 7 theatrical release of G.I. Joe: The Rise of the Cobra. Its other 2009 theatrical release tie-ins include X-Men Origins: Wolverine, Terminator Salvation and Transformers: Revenge of the Fallen.
   A 7-Eleven press release describes the Liquid Artillery drink as “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.
   “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,” said Jay Wilkins, 7-Eleven brand manager for cold beverages, in a statement.
   The movie property is based on the Hasbro toy property first introduced in 1964.
  As for 7-Eleven, its earlier film tie-ins include The Incredible Hulk and Iron Man in 2008; and in 2007 The Simpson Movie, Spider-Man 3 and Fantastic 4: Rise of the Silver Surfer.
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