If you walk into a 7-Eleven there will be no doubt that the theatrical film “X-Men Origins: Wolverine” is about to open in theaters.
7-Eleven partnered with the film for a month-long, storewide promotion that hits customers as they walk in the door with life-size standees of some of the film’s most popular characters—Wolverine, Sabretooth and Gambit.
Slurpee cups feature the three, especially notable since the beverage makes a brief appearance in the film when the character Blob is seen with one of the drinks that is colossally bigger than any human has ever sipped. Blob is also one of four X-Men characters that top collectible Slurpee straws. The figures are removable and come with display bases.
A new flavor, Mutant Berry, was developed in partnership with Dr Pepper and was a top vote getter in taste tests held last summer.
Customers will also find a special silver-colored Big Gulp cup inspired by Wolverine’s indestructible adamantium skeleton that is part of the secret Weapon X program.
Movie promotions at 7-Eleven have typically been tied to cold proprietary beverages, but this year, for the first time, “X-Men Origins: Wolverine” will be promoted on new a hot beverage: X-Treme Energy Cappuccino and a X-Men-branded refillable coffee mug.
The film by Twentieth Century Fox opens May 1. The partnership will also be promoted online.
7-Eleven ran its first promotion with a high-powered film, “X-Men” three years ago. Since then, a string of successes have goosed sales and delivered new customers, including promotions with “Spider-Man 3,” “Iron Man” and “The Incredible Hulk.”
So how best to decide which film will make the best choice as a partner?
“A cross-functional team that includes marketing, merchandising, operations and [our agency] FreshWorks makes the final decision on what properties best fit our brand and resonate with consumers,” said Stephanie Hoppe is the senior director of marketing at 7-Eleven.
Last year, 7-Eleven, and FreshWorks, won the Best Overall Pro Award after transforming 12 stores into Kwik-E-Marts in a partnership with “The Simpsons Movie.”
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