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We have been reporting heavily over the past few weeks about the viral marketing campaign for Paramount’s upcoming monster movie Cloverfield. One element of said marketing campaign is a peculiar Japanese soft drink named Slusho! Today, my good friend Peter over at /Film began to wonder about whether Slusho! really has anything to do with Cloverfield at all. He went as far as to confirm with a non-studio source that it does not, in fact have anything to do with the film.

The new speculation from Peter’s source is that Slusho! is a completely seperate project under the umbrella of Lost and Cloverfield producer J.J. Abrams. Abrams’ company, Bad Robot currently has about 7 different projects (announced and unannounced) that are currently being worked on with the folks at Paramount — who are coincidentally the ones spreading around all of this Slusho! mumbo-jumbo. It could be that at least one of those projects has something to do with Slusho!, but it leads me to wonder when the hell Abrams would have time to work on a small side project. He is currently directing the eleventh installment of the Star Trek series that is due out at the end of 2008 and he has been attached to the Stephen King adaptation Dark Tower which is due in 2010. Not to mention the small television series (Lost) that he Executive Produces and writes. It would be simply amazing to think that he has been putting together a side project all this time.

But then again, as we have discovered this year with the marketing for Cloverfield, J.J. Abrams is one sneaky bastard. One thing we can say for sure — this Slusho! thing is a trip. If you get a few moments to explore slusho.jp, I would highly recommend it.

Up for Discussion: Do you buy this? Is Slusho! something completely separate from Cloverfield?