James Bond Extends Partnership With HeinekenWritten by Katarina Radovic / Featured in: Business / 09.02.2012.
It’s not a shaken martini, it’s Heineken! After the 15 years of collaboration, Heineken has decided to extend its partnership with the James Bond franchise and support the launch of its new movie Skyfall. This 23rd film in the James Bond series (6th supported by Heineken) will be introduced by the innovative global marketing campaign with a wide range of promotions. For the first time, this worldwide campaign will be presented by the James Bond actor Daniel Craig in September 2012.
“When two great brands like Heineken® and James Bond join together, excitement is guaranteed. We are proud of our long standing partnership. 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,” says Alexis Nasard, Chief Commercial Officer of Heineken.
Michael G. Wilson and Barbara Broccoli, the Skyfall producers said: “The level of collaboration with Heineken® is unprecedented. We are excited by the global reach and the creativity that the Heineken® team is able to deliver.”
This year is particularly important for the Bond franchise because of its 50th anniversary, the expectations being greater than ever for Skyfall. Facebook and Google will be supportive too, achieving a digital conversation amongst its adult consumers about the movie. Meanwhile, Heineken will get the opportunity to accomplish the new way of interactivity with its consumers sharing the different impressions.