Slush Puppie is to run its first ever on-pack promotion with Moshi Monsters this summer.
The promotion will run across 2.5 million of the iconic paper cups, which will be dual branded for the period of te promotion, in over 2,000 retailers in the UK and Ireland.
Fans will be offered 200 free Rox – the virtual in-game currency – with every 230ml and 341ml cup of Slush Puppie throughout the summer.
Supporting the promotion will be a limited edition Moshi flavour – Roarberry Cheesecake – based on the in-game delicacy. The exclusive blackcurrant cheesecake tasting drink will be available from July 1st.
"Slush Puppie is extremely excited about the partnership we have developed with Mind Candy," said the firm’s head of European marketing, Zoe Cooper. "The Moshi Monsters brand is a perfect fit for our product, and those who consume it.
"It’s the first time we have ever partnered with another brand to deliver a unique on-pack promotion and flavour. We feel the partnership will continue to drive desirability for Slush Puppie by positioning the brand at the heart of what’s cool and motivating for kids, while also giving parents a reason to buy."
Dave Tovey, licensing manager at Mind Candy, added: "We are thrilled to be working with such an iconic brand this summer. With the great retail exposure and unique link back to the brand we are sure it will be a hit with the kids."