7-Eleven Enlists GI Joe

In anticipation of the August 7 release of GI Joe: The Rise of Cobra, 7-Eleven stores will launch a Slurpee promotion and more based on the action flick this month.

A new GI Joe-themed Slurpee flavor, Liquid Artillery, will hit stores today, along with four 22-ounce cups with matching character straws featuring the GI Joe crew’s Conrad Duke Howser and Snake Eyes, as well as Cobra squad’s Baroness and Storm Shadow. A hot beverage Go Joe Cappuccino and 16-ounce mugs with the GI Joe logo also will be sold.

“GI Joe is probably the best-known boy’s toy in the world,” says Jay Wilkins, 7-Eleven brand manager for cold beverages. “The movie has a ready-made audience of boys and men who played with GI Joe, and we want to bring back some of those great childhood memories by promoting GI Joe: The Rise of Cobra with a great, new Slurpee drink, fun cups and straws.”

Also supporting the campaign, is an online contest at Slurpee Nation offering a grand-prize trip for two to attend the Los Angeles premiere.

The live-action film is produced by Paramount Pictures and Spyglass Entertainment in association with Hasbro.

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