Club soft drinks will feature Ron Burgundy on over three million 500ml bottles of Club Orange, Club Diet, Club Rock Shandy and Club Lemon across Ireland.
The whimsical collaboration will be promoted by a marketing campaign including TV, outdoor, radio, in-store display, PR and a strong digital campaign with Britvic Ireland working with agency partners Chemistry, Mindshare, Brand Image, MCsquared and Simply Zesty.
"We are delighted to be able to team up with the launch of Anchorman 2, The Legend Continues as it is completing an exciting year for the Club brand after our re-launch in May this year," said Stephen Cramp, senior brand and activation manager – local carbonates, Britvic Ireland.
"Consumer research amongst Club loyalists has shown us that the target market view Ron Burgundy as a strong fit with the Club brand and is fitting with the brand personality. As such we're hoping to inject some Ron style classiness and fun into the market in Club's inimitable style. The on-pack agreement with Paramount is a first in the Irish market, and is something that we delighted to have negotiated – from the beginning of November Ron Burgundy's image will be all over the trade as he graces the front of over three million Club 500ml bottles across Ireland and sits in the hands of the movie's bullseye target consumer."
