7-Eleven® Saddles Up With Universal Pictures and DreamWorks Pictures' 'Cowboys & Aliens for Slurpee® and Super Big Gulp® Cups

DALLAS, July 5, 2011 /PRNewswire/ -- While it may not fight off aliens, 7-Eleven® stores' new Wrist Blaster cup filled with an Alienade Slurpee® beverage is the perfect weapon to fight summer thirst.  7-Eleven, Inc. announced today that it has partnered with the blazingly original "Cowboys & Aliens" to launch the new product this month.  The film hits theaters on July 29.

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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.

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.

About 7-Eleven, Inc.

7-Eleven, Inc. is the premier name and largest chain in the convenience retailing industry.  Based in Dallas, Texas, 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.  7-Eleven has been honored by a number of companies and organizations recently.  Accolades include: #2 on Forbes magazine's 2011 list of Top Franchises for the Money; #4 spot on Entrepreneur magazine's Franchise 500 list for 2009 and #3 in Forbes magazine's Top 20 Franchises to Start.  Hispanic Magazine named 7-Eleven in its Hispanic Corporate Top 100 Companies that provide the most opportunities to Hispanics. 7-Eleven received the 2010 Retailer of the Year from PL (Private Label) Buyer because of the company's private-label brand initiative.  The company is franchising its stores in the U.S., and is expanding through organic growth, acquisitions and its Business Conversion Program.  Find out more online at www.7-Eleven.com.

SOURCE 7-Eleven, Inc.