In celebration of the branding of its frozen beverage, Cumberland Farms is launching a digital scratch-off promotion.

Cumberland Farms has officially given its fan-favorite frozen beverage its own unique identity. The frozen drink now sports the official title HYPERFREEZE. In addition to the dink’s new name, the company has also redesigned the cups to give the drink a cool new look.

Under the new HYPERFREEZE name, customers can still enjoy all their favorite flavors like Red Rage and Berry Backlash, and pricing will also remain the same at just 89 cents any size. HYPERFREEZE is now available in the Chill Zone section at all of Cumberland Farms’ nearly 600 retail locations throughout the Northeast and Florida.

In celebration of the announcement, Cumberland Farms is offering its customers the opportunity to win a free fountain or frozen drink, with the grand prize of HYPERFREEZE for a year with a digital scratch-off promotion. Beginning June 17 and running through July 1, customers can simply text the word HYPERFREEZE to 64827 via their smartphone, and they’ll receive a link to play the digital scratch-off game. To further communicate the new HYPERFREEZE name, special “thermos-sensitive” cups that reveal a hidden design when filled with Hyperfreeze will be in stores for a limited time this summer.

“Here at Cumberland Farms we know how popular our frozen beverages are to our customers, and we’re excited to announce HYPERFREEZE as we kick off the summer season,” said Ari Haseotes, CEO of Cumberland Farms. “We hope the new name will add to customers’ fun of mixing up their favorite frozen flavors.”