7-Eleven has introduced its version of iced coffee with a new marketing campaign. The new iced beverage is available in French Vanilla and  Mocha flavors in different cup sizes. The company said the new refrigerated beverage dispensers available at its 4,500 US stores deliver the latest technology for ice coffee.

The new iced coffee machines are located either near the Slurpee and Big Gulp self-serve cold-drink machines or on the hot-beverage bar. Unlike frozen coffee drinks, 7-Eleven customers dispense the coffee drink over ice in new clear cups, said 7-Eleven.

A month-long ad campaign in June features promotional radio spots and outdoor, metro rail and bus transit advertising in select markets, online viral marketing including a new 7-Eleven iced coffee website and coupon emails, store signage and point-of-purchase displays. The multi-media campaign was reportedly designed to appeal to habitual iced coffee consumers.

The company said to encourage trial, prices for the new 7-Eleven drink will be discounted in select markets during the month of June. Currently offered the drink is offered in two sizes such as medium (16 ounces) and large (24 ounces), with the exception of Long Island, New York, area stores, where corresponding sizes are 20 and 28 ounces.

Jay Wilkins, brand manager for 7-Eleven cold beverages, said: “If taste tests are any indication, this is one of the best beverages we’ve ever introduced. "As the beverage machines rolled out across the country and the stores introduced iced coffee, it has become an instant hit. It gives coffee-lovers a great-tasting, refreshing alternative to a hot cup of joe."