Heineken has extended its 15-year partnership with the globally popular James Bond franchise this September. In support of the latest film in the series, “Skyfall,” the Amsterdam-based brewer will bow an unprecedented, innovative international marketing campaign. “Skyfall” is the 23rd film in the James Bond series, as well as the sixth consecutive James Bond film with which the Heineken brand has been involved. Additionally, 2012 marks the 50th anniversary of the Bond franchise.
Marketing for “Skyfall” will encompass a wide range of promotion and activation rights in and around the film, including, for the first time, the participation of James Bond actor Daniel Craig in the brand’s worldwide campaign. Heineken will also leverage its global relationships with Facebook and Google to start digital conversations about “Skyfall” among adult consumers. The brand will focus on creating new levels of excitement for the film in on-premise establishments and retail stores across multiple markets. The campaign will be accessible in more than 170 countries around the world where Heineken is sold.
“When two great brands like Heineken and James Bond join together, excitement is guaranteed,” said Alexis Nasard, chief commercial officer at Heineken. “The trust that we have built has allowed us to take the partnership to a new level by linking ‘Skyfall’ directly with our award-winning global ‘Open Your World’ campaign. We are confident our activation plan will ignite the conversation with our consumers and film viewers.”