7-Eleven Saddles Up for Cowboys & Aliens

Slurpee, Super Big Gulp cup promo features "Wrist Blaster"

Published in CSP Daily News

DALLAS -- 7-Eleven Inc. said that it has partnered with Universal Pictures and DreamWorks Pictures to offer the new Wrist Blaster cup filled with an Alienade Slurpee beverage as part of its promotion for the upcoming film Cowboys & Aliens, starring Daniel Craig, Harrison Ford and Olivia Wilde; directed by John Favreau; and produced by Steven Spielberg, Ron Howard, Brian Grazer, Alex Kurtzman and Roberto Orci. The film opens on July 29.

Modeled after the mysterious, glowing shackle that encircles the hero's wrist, the Wrist Blaster cup emanates a cool-blue backlight [image-nocss] with the flip of a switch. Retailing for $6.99, the collectible cup includes the first Slurpee fillup.

"Like Slurpee drinks, Cowboys & Aliens appeals to all age groups," said Jesus Delgado-Jenkins, 7-Eleven's senior vice president of merchandising, marketing and logistics. "Not only does the movie cross genres, it crosses generations of 7-Eleven customers--fans who remember the classic Westerns and younger generations who have made action-thrillers one of today's most popular genres."

Besides the glowing Wrist Blaster cup, 7-Eleven will offer six premium Cowboys & Aliens cups--three 3D Slurpee and three glossy, foil Super Big Gulp cups. Both feature the movie's main characters--the hero, Jake Lonergan (Daniel Craig), the iron-fisted Colonel Dolarhyde (Harrison Ford) and the mysterious traveler Ella (Olivia Wilde). The retailer created a special gold-colored dome lid for the premium Slurpee cups.

The featured Alienade flavor is blue in color and a refreshing blend of strawberry, blue raspberry and lemonade.

The 7-Eleven July promotion is supported by radio advertising in Los Angeles; Las Vegas; Orlando, Fla.; and Norfolk, Va., as well as billboards in Richmond, Va.; Salt Lake City, Utah; Tampa, Fla., and San Diego. The promotional campaign also will be supported online and through social media.

Assisting 7-Eleven in developing the promotion for the Cowboys & Aliens release is FreshWorks, 7-Eleven's advertising and marketing agency, which is a consortium of Omnicom companies.

Based in Dallas, 7-Eleven operates, franchises or licenses more than 8,400 7-Eleven stores in North America. Globally, there are approximately 40,900 7-Eleven stores in 16 countries. During 2010, 7-Eleven stores worldwide generated total sales close to $63 billion.