Our much-loved Club Orange brand is ‘staying classy’ becoming an official partner of the highly anticipated Anchorman 2: The Legend Continues.
In November, Club Orange unveiled new limited-edition packs as part of a partnership with Paramount Pictures for the much anticipated Anchorman sequel.
More than three million bottles of Club Orange, Club Diet, Club Rock Shandy and Club Lemon bottles feature the face of lead character Ron Burgundy, which is accompanied by some of his choice quotes from the film.
The long-awaited Anchorman sequel has attracted a huge amount of attention across the globe ever since it was announced. Lead actor Will Ferrell is famous for his Ron Burgundy alter ego, and the buzz around the film has been increased in a series of teaser trailers online.
Club Orange’s limited edition packaging has been supported by a shopper competition, which asks consumers to send their favourite Anchorman quote to @cluborange for the chance to win a Ron Burgundy moustache and other prizes.
The campaign is designed to showcase Club Orange’s distinct personality and irreverent sense of humour and is aimed at the brand’s core audience of 16-24 year-olds. This mirrors the film, which is also seeking to reach out to a younger audience who may not have seen the original film when it debuted in the cinema nine years ago, but through its DVD release have become aware of its cult status.
Stephen Cramp, Club’s senior brand manager, explained: “We are really excited by the partnership. 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 campaign will be supported TTL and we will have a 10 sec TVC featuring Ron going live the 18th November.”