In support of Ben Stiller, Jack Black and Robert Downey Jr.'s new comedy Tropic Thunder Perez Hilton reports that Paramount will actually be licensing and launching Booty Sweat - an energy drink that appears in the film.
While movie-related food/drink products have been sold following a film's box office success and market studies - this is apparently the first time that such a promotion is being done to pre-condition the market for a film.
According to AdAge, Booty Sweat is coming to a store near you later this summer, and will be sold in two versions - "urban" and "rural." While the rural can will ostensibly be sold as is (see image left), the urban version features this easy to remember tag line: "delicious and bump up struttin' energy drink that will pump up a brotha's ass right-pronto. This swill will crank yo' metabolism up skippin' right over jiggy to straight G-pimp level, word to your mutha. Brothas will be layin' down the 2-3 on the wiggy jig focusing the energy flow into cold-face benjamins that will fill yo' pimp pockets to burstin'. Damn straight! Booty Sweat will keep a brotha pitchin' straight game all night to the baby-dolls." Paramount's director of licensing has tasted the drink herself and claims it is, "more effervescent cherry than Perrier of the derriere." Several hundred thousand cases have been produced, and Paramount is optimistic that, riding on the success of the film, this could turn into a viable long-term product.
(FYI - For those of you keeping score at home, Sex Panther which Ron Burgandy famously described as, "150% More Awesome Than Any Cologne. Ever.", will hit shelves later this fall.