Ron Burgundy: an Anchorman who loves his scotch (and category extensions).

Having never seen the first Anchorman movie, I can’t vouch for this, but apparently, Will Ferrell’s character Ron Burgundy,  enjoys his scotch.anchorman 2

In the lead up to promote the second Anchorman film, a co-branded line extension and a new product have been launched: Ben and Jerry’s Scotchy Scotch Scotch and Great Odin’s Raven Special Reserve.

A curious combo, to be sure. If I was a brand analyst, I probably wouldn’t use these extensions as clear signals of who the target audience for the sequel is….or maybe that’s precisely what makes them so clever?

I haven’t seen the movie; what do you think?



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