James Bond to swig a Heineken in Skyfall

James Bond, the British spy created by Ian Fleming, is to break with tradition in the latest film in the franchise, 'Skyfall', by adding Heineken to his drinking repertoire.

Daniel Craig: pictured in latest James Bond film Skyfall
Daniel Craig: pictured in latest James Bond film Skyfall

Bond, played by Daniel Craig, will be seen drinking a Heineken in at least one scene of the film, as part of the brand’s tie-up with the franchise, which began in 1997.

A Heineken spokesman said: "In Bond's 50-year history, there are numerous references to Bond enjoying a beer in both Ian Fleming's original novels, and in subsequent films such as 'On Her Majesty’s Secret Service' and 'Quantum of Solace'.

"There is no doubt that James Bond will always be synonymous with 'shaken not stirred', but he is a man of the world, so it's not surprising that a contemporary Bond might enjoy a Heineken beer occasionally."

The marketing deal was announced in February, revealing that Bond, played by Daniel Craig, will feature in Heineken's ads for the first time.

The global ads, themed around Heineken’s 'Open Your World' campaign, will launch in September, ahead of the release of 'Skyfall' in the UK.

The Bond franchise has been using product placement for some time, featuring brands such as Aston Martin and Virgin Atlantic, but industry reports suggest that 'Skyfall' will set a new record, with a rumoured $45m – a third of the film's overall budget – coming from brand payments.

Follow Loulla-Mae Eleftheriou-Smith on Twitter @LoullaMae_ES


Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Lost in translation: when brand taglines don't travel

Lost in translation: when brand taglines don't travel

These might be some of the most memorable brand taglines in English but when they cross oceans, they mean something entirely different. We searched the depths of the internet to find the best, or worst.

Share
Traditional TV viewers predicted to drop as mobile fuels rise in online video

Traditional TV viewers predicted to drop as mobile fuels rise in online video

Linear TV viewing figures are set to drop worldwide for the first time next year, with online video consumption set to rise by 23.3 per cent in 2015, according to a report by ZenithOptimedia.

Share
The 7 deadly sins of brand management - and how to avoid them

The 7 deadly sins of brand management - and how to avoid them

Some of the most valuable assets a firm has are the brands it has developed. Brands create identification, differentiation and value for customers and shareholders alike. By influencing customer choice, creating a loyal and passionate following as well as commanding a premium for their products and services, strong brands can be key to great business performance.

Share

Get news by email