FDBusiness.com

Tango has raised the curtain on a limited edition bottle in a partnership with Paramount Pictures for Anchorman 2: The Legend Continues.

Britvic, which owns the drink, said the bottles were set to feature the face of the movie’s lead character Ron Burgundy and be supported by POS material.

Bottles come in 2L, 600ml and 330ml formats and each variant has its own strapline, taken from the sayings of Burgundy including “stay classy” on Orange Tango, “It’s the truth” on Apple Tango and “say whaaat!” on Cherry Tango.

“The tie up to Anchorman 2: The Legend Continues will stand-out on shelf and showcase the brand’s irreverent sense of humour,” said Jonathan Gatward, Britvic’s GB marketing director. “There is a chance to grow the fruit-carbonates category. In using a platform such as Anchorman 2, which has wide talkability, we are targeting the brand’s core audience of 16 to 24 year olds.

“Anchorman 2 activity is a great way to build on our Tango brand and if retailers give this promotion the space it deserves and use the competition POS we’re sure Tango sales will soar.”

The shopper competition involves tweeting to win a Ron Burgundy moustache.