The 7-Eleven convenience store chain has announced a major promotion for Paramount Pictures’ G.I. Joe: The Rise of Cobra, which opens on August 7th.  At the center of the promotion, which starts this Wednesday, is a new “true-blue” Slurpee flavor dubbed “Liquid Artillery.”  This summer blend of strawberry, pineapple, and lime flavors comes in any one of four different 22-oz Slurpee Cups.  Each cup is adorned with the image of either G.I. Joe team stalwarts, Conrad “Duke” Howser and Snake Eyes, or Cobra members, Baroness and Storm Shadow.  Each cup also comes with its own matching character straw.  In addition to the collectible cup promotion, 7-Eleven is hosting an online “Slurpee Nation” sweepstakes, which offers a grand prize trip for two to attend the G.I. Joe premiere in Hollywood.

 

7-Elevens are also offering a hot beverage tie-in—a “Go-Joe Cappuccino”—basically mocha-flavored rocket fuel with taurine, guarana, and as much caffeine as an 8-ounce energy drink.  Refillable 16-ounce coffee mugs with the G.I. Joe logo will be available as long as supplies last.

 

While Transformers: Revenge of the Fallen (in large part because of the popularity of the first Transformers film) has been able to overcome Love Guru-level pans from the critics, the G.I. Joe film has no such track record.  Even though it should benefit from the same 1980s nostalgia that helped make Transformers a hit, there are no guarantees when it comes to box office success for first-time live-action films based on cartoons (see Rocky & Bullwinkle), so promotions, such as this agreement with 7-Eleven, could be crucial in getting audiences into the theaters.