Jockey to auction autographed packs of underwear

By Lisa McTigue Pierce in Pharmaceutical Packaging on November 20, 2013


Jockey Anchorman


This holiday season, Jockey International, Inc. wants you to give your little anchorman the support he deserves ... in limited-edition Jockey-Anchorman 2 briefs.


The classic Jockey product makes a "brief" appearance in Paramount Pictures' Dec. 20 release of "Anchorman 2: The Legend Continues" as a nod to the broad popularity of Jockey's ads from the late '70s and early '80s. 

The low-rise Y-front briefs are now available on and in Jockey retail stores across the country.


Presented in custom packaging featuring legendary movie anchorman Ron Burgundy, the briefs come in two colors that say "I'm kind of a big deal." "Beard of Zeus Blue" for afternoon delights and "Sex Panther Red" for the jazz flute kind of nights, references from the classic original Anchorman film. Each pair retails for $18.

"When you are kind of a big deal, you need a legendary fit with classy style and comfort that only comes from a trusted brand like Jockey," says Dustin Cohn, chief marketing officer at Jockey. "For over 137 years Jockey has been covering assets and this was a fun way to continue to give consumers the support they deserve."


Made from the finest cotton available and featuring Jockey's exclusive Y-front design, the briefs provide ample support, making the underwear the "total package."

"Jockey had one of the legendary ad campaigns of the early '80s, and the new movie hilariously depicts pop culture of that time," says LeeAnne Stables, president of consumer products at Paramount Pictures. "Producing this limited edition line is a way to extend the fun and anticipation for the film to fans of the movie and the Jockey brand."

In addition to selling the limited-edition briefs online and in its retail stores, Jockey will also be activating giveaways and contests through Twitter, Instagram and Facebook to coincide with the holiday season, including the opportunity for consumers to put their likeness on custom Jockey-Anchorman 2 packaging and win tickets to see "Anchorman 2: The Legend Continues." Further, Jockey will auction off two Will Ferrell-signed product packages with all proceeds going to Jockey Being Family, the company's cause-marketing initiative dedicated to helping adoptive families stay together, forever.

Source: Jockey Intl. Inc.



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