7-Eleven Exclusive Partner for Brisk Bottle Launch

Published in CSP Daily News

New packaging features tag to unlock Kinect Star Wars game content

PURCHASE, N.Y. -- 7-Eleven Inc. is the exclusive partner in April for Brisk Iced Tea's "The Force" as the beverage company unveils a limited-time one-liter bottle with the first-ever Kinect scannable Microsoft tag (M-Tag) printed on a bottle that unlocks content in an Xbox game. The special M-Tag on the label will allow gamers to unlock an exclusive Anakin Podracer experience in the new Kinect Star Wars game, available now, along with the Limited Edition Kinect Star Wars Xbox 360 bundle.

The new bottle will feature a gold cap and artist graphics of Star Wars characters R2-D2 and C-3PO. It is available only at participating 7-Eleven stores for an exclusive launch period in April and wherever one-liter Brisk is sold throughout May and June.

To activate the M-Tag and race with Anakin's Podracer, fans hold the new bottle up to the Kinect sensor after loading the Kinect Star Wars game and follow the instructions on the menu.

"To expand upon our successful partnership with Star Wars, Brisk will offer artist-designed packaging that features innovative on-pack technology to deliver exclusive content to a passionate fanbase," said Eric Fuller, brand director for Brisk Iced Tea. "We're excited to creatively extend our Star Wars campaign to promote the release of Kinect Star Wars and to be able to provide an exclusive immersive gaming experience for Brisk consumers and Star Wars fans."

Players can use their body as the controller using the power of Kinect for Xbox 360. "Kinect Star Wars allows fans to physically hone their Jedi skills, wield the power of the Force in their hands, pilot iconic ships and vehicles, rampage as a vicious rancor monster or even dance with iconic Star Wars characters," the companies said.

This program follows the Brisk partnership with the 3-D theatrical release of Star Wars: Episode I The Phantom Menace, which kicked off in January to bring lightsaber battles to smartphones via the Brisksaber mobile app, introduced fans to creative Darth Maul packaging and launched a TV spot to showcase the never-before-seen battle between Darth Maul and Yoda.

Dallas-based 7-Eleven operates franchises or licenses more than 9,100 7-Eleven convenience stores in North America. Globally, it has approximately 45,600 stores in 16 countries. During 2010, 7-Eleven stores worldwide generated total sales close to $63 billion.

Brisk Iced Tea is a product of the Pepsi Lipton Tea Partnership, a joint venture between PepsiCo and Unilever. Brisk is available in Lemon, No-Cal Lemon, Strawberry Melon, Tea-Lemonade, Raspberry, Peach, Sweet Tea, Fruit Punch, Lemonade and Sugar-Free Lemonade.

Purchase, N.Y.-based PepsiCo has 22 different food and beverage brands that generate more than $1 billion each in annual retail sales.

Englewood Cliffs, N.J.-based Unilever is one of the world's leading suppliers of consumer goods. Its brands include Axe, Becel, Ben & Jerry's, Bertolli, Breyers, Caress, Consort For Men, Country Crock, Degree, Dove personal care products, fds, Good Humor, Hellmann's, I Can't Believe It's Not Butter!, Just for Me!, Klondike, Knorr, Lever 2000, Lipton, Motions, Nexxus, Noxzema, Pond's, Popsicle, Promise, Q-Tips, Ragu, Simple, Skippy, Slim-Fast, Soft & Beautiful, St. Ives, Suave, tcb, TIGI, TRESemme, Vaseline and Wish-Bone.