7-Eleven, Powerade Team Up for NCAA March Madness

Miracle Match-up Big Gulp cups feature standout former NCAA athletes, plays

Published in CSP Daily News

DALLAS -- 7-Eleven stores are partnering this month with Powerade, the official Sports Drink of the NCAA, to celebrate March Madness and memorable moments in college basketball finals history. With a Mountain Berry Blast flavored by Powerade on both Slurpee frozen carbonated beverage and Big Gulp fountain machines, Powerade brings "miracle moments" from the NCAA Tournament to collectible Big Gulp cups.

This is the first time a Powerade flavor has been developed for a 7-Eleven frozen carbonated beverage, but it is not a sports drink.

Each of the four collectible Miracle Match-up Big Gulp cups features a standout former NCAA basketball student-athlete during a game-changing play. Team players featured are Taliek Brown, 2004, University of Connecticut Huskies; Lorenzo Charles, 1983, North Carolina State Wolfpack; Jon Bryant, 2000, University of Wisconsin Badgers; and Tony Skinn, 2006, George Mason University Patriots.

All four of these limited-edition cups are now available in participating 7-Eleven stores nationwide for $1.49 each.

7-Eleven also offers a Match-up Slurpee cup ($1.99), a special spoon-straw ($1.49) and a new Purple Freeze aluminum cup ($3.99).

A quick-response (QR) code on each Big Gulp cup links to a mobile Powerade website where CBS Sports analyst Greg Anthony hosts a brief video on that cup's featured big play. For a limited time, this video content is exclusive to 7-Eleven, compliments of Powerade.

"These Big Gulp collectible cups match up well with one of our key consumer demographics, sport fans ages 18 to 45," said Jesus Delgado-Jenkins, 7-Eleven senior vice president of merchandising, marketing and logistics. "These cups are a create value as a re-useable soft drink container. And, the QR code offers a way basketball fans can get exclusive video content, adding value to their purchase."

Other features this month at7-Eleven stores include:

  • A custom-made pair of neon-colored Slurpee high-top sneakers will be awarded to five lucky Slurpee fans. The cost to enter the contest is five Slurpee Rewards Points, and winners will be selected in a random drawing at the end of the month.
  • Slurpee fans who tweet answers to daily basketball opinion or trivia questions on Twitter and include the hashtag--#BigGulpHoop--will be entered to win a Slurpee-branded mini-basketball hoop and ball. Five of the mini-hoops, ideal for smaller-than-life pickup games or as a boredom-buster, will be awarded daily during March.
  • 7-Eleven has created a virtual towel pop--like painful towel pops in locker rooms after a big game--for sports-lovers to send to friends from the Slurpee webpage. The e-towel pop can be found on the Slurpee Nation Rewards page (at slurpee.com) and is free to send. Unlimited towel pops can be sent, but only one animated snap at a time.
  • A second free offer is a small sweatband for the Slurpee spoon-straw. The red, white and blue sweatband art can be printed from the webpage, cut out and affixed to any Slurpee straw.
  • Slurpee vans will sample the Powerade Mountain Berry Blast flavored Slurpee drink at select Orlando, Los Angeles and Dallas-Fort Worth-area events.

The Coca-Cola Co., Atlanta, is the world's largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Led by Coca-Cola, the company's portfolio features 15 billion-dollar brands including Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, Powerade, Minute Maid, Simply, Georgia and Del Valle. Globally, it is the No. 1 provider of sparkling beverages, ready-to-drink coffees and juices and juice drinks.

Dallas-based 7-Eleven Inc. operates, franchises or licenses more than 9,100 7-Eleven stores in North America. Globally, there are some 45,200 7-Eleven stores in 16 countries. During 2010, 7-Eleven stores worldwide generated total sales of more than $62.7 billion.

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