Prepare yourself for a bigger brain freeze than in days gone by, people: Not only is it 7/11, the day when 7-Eleven doles out free small Slurpees, but the frozen drinks are 68.7%* larger this year at 12 ounces. Don’t worry, I’ll tell you my trick for easing brain freeze, if you’re lucky.

Instead of that tiny — yet appropriately sized  7.11-ounce Slurpee that’s been handed over to eager customers for the last decade on the Slurpee’s favorite day, today there will be a 12-ounce slushy beverage shooting into millions of mouths, reports USA Today. If only they were 14.22 ounces, we could say they were really twice the size. C’est la vie.

A 7-Eleven executive estimates that around 7 million Slurpees will find themselves in the bottoms of customers’ stomachs today, or about $7.6 million worth.

“It helps us reconnect with people who love the Slurpee,” says Laura Gordon, vice president of marketing and brand innovation for the company.

Well, that and that it’s less messy — apparently parents were asking for lids, and the 12-ouncers have them.

It’s not just about giving stuff away, however. For all those millions rushing, ambling or otherwise going through 7-Eleven’s doors for the free Slurpee, many will also lock eyes on a stick of beef jerky, or a bag of chips. Or perhaps the free Slurpee isn’t the right size, notes Gordon.

“For some people, a small Slurpee is not enough,” she adds.

Free Slurpee day runs from 11 a.m. to 7 p.m. local time. And once your brain is frozen, simply stick your tongue up against the roof of your mouth, thus warming it ever-so-slightly and, it’s to be hoped, easing your brain freeze. You’re welcome. Unless it doesn’t work for you, in which case, sorry, I’m not a Slurpee scientist.

*Thanks to Consumerist reader Steven for doing the math better than anyone else.

Free Slurpees get almost twice as big this year [USA Today]

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