C-Store chain 7-Eleven has announced a major store-wide promotion in conjunction with the May 1st release of Fox’s X-Men Origins: Wolverine. The wide-ranging promotion, which debuts in April, has been designed by the FreshWorks agency, the same unit responsible for turning 7-Elevens into Kwikee Marts for the premiere of Fox’s The Simpsons Movie. In addition to lots of in-store signage, the promotion includes lenticular superhero Slurpee cubs featuring the images of Sabretooth, Wolverine and Gambit, a new Slurpee flavor, “Mutant Berry,” four Collectible Slurpee Straws ($1.69 each), a special silver Big Gulp cup, and a refillable stainless steel Wolverine Coffee Mug.
The Collectible Slurpee Straws come with a removable figure and a base on which to display it, while the refillable Wolverine Coffee Mug features Wolverine’s trademark triple claw slash mark. The 7-Eleven stores are also promoting the X-Men Origins: Wolverine video game, which debuts on May 1st, the same day the movie opens. 7-Eleven customers can pre-book either Xbox 360 or PS3 versions of the game with just a $5 deposit.