Tropic Thunder Pours Out the Booty Sweat

From E!:

Paramount Pictures is hoping Booty Sweat leaves a good taste in America’s mouth. (We know, it felt disgusting just writing that.)

The studio has announced plans to market a real version of the aforenamed energy drink that can be spied periodically throughout the upcoming Ben Stiller-directed comedy Tropic Thunder, starring Stiller, Robert Downey Jr. and Jack Black as actors who get left behind in an actual war zone after ticking off the director of the war film they’re supposed to be acting in.

While product tie-ins and increasingly viral marketing campaigns are nothing new—what would McDonald’s and Burger King do without Disney, hobbits and superheroes?—Paramount believes that by actually creating a usable product to promote an upcoming film, not to mention one that will compete against Rockstar and Red Bull, they’ve broken the mold.

“Not to my knowledge has this ever been done before,” Paramount’s president of consumer products, Michael Corcoran, told Advertising Age. “We’re very excited, because it has the potential to live for quite a while, well beyond the film.”