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

Latest

Fold7 splits with Gocompare.com amid talk of Gio Compario's return

Fold7 splits with Gocompare.com amid talk of Gio Compario's return

Fold7 is splitting with Gocompare.com as the insurance-comparison site mulls bringing back its opera-singing mascot, Gio Compario.

Share
Is native advertising on Tinder creepy?

Is native advertising on Tinder creepy?

If a spot cream brand swipes right on our profile we're quitting Tinder.

Share
Ronseal claims to ditch 'does exactly what it says on the tin' strapline

Ronseal claims to ditch 'does exactly what it says on the tin' strapline

Ronseal claims to abandon its enduring "does exactly what it says on the tin" logo for the sake of correctness in its latest campaign.

Share

Get news by email