Cowboys & Aliens Coming with 7-Eleven Cups

Retail brand 7-Eleven says it has partnered with the “Cowboys & Aliens” to launch the 7-Eleven stores’ new Wrist Blaster cup filled with an Alienade Slurpee beverage this month. The film hits theaters on July 29.

Modeled after the mysterious, glowing shackle that encircles the hero’s wrist in Universal Pictures’ and DreamWorks Pictures’ upcoming “Cowboys & Aliens,” the Wrist Blaster cup emanates a cool-blue backlight with the flip of a switch. Retailing for $6.99, the collectible cup includes the first Slurpee fill-up, says the company.

Blockbuster filmmaker Jon Favreau (“Iron Man”) directs Daniel Craig and Harrison Ford in this film for summer 2011 that crosses the classic Western with the alien-invasion movie in an original way: “Cowboys & Aliens.”

Joined by an arsenal of top moviemakers — Steven Spielberg, Ron Howard, Brian Grazer, Alex Kurtzman and Roberto Orci — Favreau brings an all-new action-thriller that will take audiences into the Old West, where a lone cowboy leads an uprising against a terror from beyond our world. www.cowboysandaliensmovie.com

“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). 

A special gold-colored dome lid was created 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, Calif.; Las Vegas, Nev.; Orlando, Fla.; and Norfolk, Va., as well as billboards in Richmond, Va.; Salt Lake City, Utah; Tampa, Fla., and San Diego, Calif. 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, Inc.’s advertising and marketing agency, which is a consortium of Omnicom companies.

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