The Blob can't just count on his thick hide to save him from Wolverine's razor-sharp claws. He needs liquid fortification ... from a giant Slurpee? It's a winking bit of product placement that fans will see in the upcoming summer tentpole X-Men Origins: Wolverine, with the villain chugging the popular 7-Eleven drink during a key scene. (He gets his blubbery butt kicked anyway).
The convenience-store chain will be an X-Men headquarters of sorts, with a new "mutant berry" Slurpee flavor, collectible Big Gulp cups and straws featuring the Marvel superheroes, an X-Treme Energy Cappuccino with Red Bull amounts of caffeine, and a stainless-steel mug with Wolverine's trademark slashes. The deal to hype the flick's May 1 release is part of a studio effort "to look at the property in a different way and challenge partners to do something unique that we haven't seen in the previous incarnations," says Rita Drucker, Fox's senior vp of feature film promotions. Wolverine is the fourth installment in the $1 billion-plus-grossing action-movie franchise.
Other marketers jumping on the superhero bandwagon: Papa John's is offering a themed value meal and a coupon for the first three X-Men movies on Blu-Ray; the milk-moustache "Got milk?" campaign is using Wolverine as a strong-bones spokesman; and Schick Quattro Titanium trimmers and shavers are advertising him as an example of someone desperately in need of its products (he's a hairy dude!). Let the summer blockbuster season, and the brand tie-ins that love it, begin.
—Posted by T.L. Stanley