DJ Shadow’s epic mix track Brainfreeze has some very obvious roots to me now. When this certain section of the track came on, “Slurp Slurp”, I had to start googling. It turns out that the annoyingly cheesy 1970s chorus repeating “slurp slurp [slurpping sound]” is there for a reason. It’s an old 7-Eleven promotion.

As another bow to the favorite frozen drink’s quirky past, slurpee.com features music first introduced in 1970 by 7-Eleven along with a special Slurp dance step. The 10-cent “Dance the Slurp” dance single was recently rediscovered by a deejay at a London club, who has been playing his own updated version to enthusiastic crowds.

“Everybody can sing along to this one,” Ryckevic joked. “The lyrics are easy; it goes ‘Slurp. Slurp.’ And of course, the song features that slurping sound your mother hated.”

And unfortunately, these type of overground, over-engineered marketing attempts are singularities. There’s a whole host of forgotten bastard offspring. This little include in the source material really adds to the “holy crap, Shadow does his homework” factor.

The slurp song writer needs to be shot though. There are better hooks out there. “Slurp, Slurp!” is the squarest thing I’ve heard in a long time.