Feeling Blue

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Feeling Blue

DALLAS -- After experiencing a major success with last year's rollout of Mountain Dew and Mountain Dew Code Red Slurpee beverages, 7-Eleven Inc. is kicking off the 2002 summer season with the launch of Mountain Dew Blue Shock Slurpee in up to 5,800 participating 7-Eleven stores in the United States and Canada.

During its 30-day launch at 7-Eleven Slurpee machines, Mountain Dew Blue Shock will not be available in any other format, according to John Ryckevic, product director for proprietary beverages at 7-Eleven. "If you want to be among the first to try Mountain Dew Blue Shock, head to a 7-Eleven Slurpee machine because this product doesn't come in cans, bottles or at the fountain," he said.

Delivering a berry citrus flavor, the Mountain Dew Blue Shock Slurpee will be available at participating 7-Eleven stores beginning this week. A special 28-ounce, blue-tinted Slurpee cup and dome lid features the Blue Shock logo. Suggested retail price for the 28-ounce frozen drink is 99 cents.

Ryckevic is delivering an even bigger Slurpee summer this year. "Mountain Dew Blue Shock Slurpee will start off the summer and be the feature flavor in July when 7-Eleven celebrates its 75th anniversary," he said.

In addition to in-store point-of-purchase materials, Mountain Dew Blue Shock Slurpee will be supported with a new television ad that will appeal to the teen market. Mountain Dew has successfully targeted teens with its advertising and promotions for its canned and bottled products.