HEINEKEN today announced that it has extended its 15 year partnership with the James Bond franchise. The company introduced an unprecedented and innovative global marketing campaign to support the launch of the new film SKYFALL. This is the 23rd film in the James Bond series, and the sixth consecutive James Bond film that the Heineken® brand has been involved with.
“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.”
Heineken® brand’s global SKYFALL marketing program will include 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. It will also leverage its global relationships with Facebook and Google to ignite digital conversations about SKYFALL amongst its adult consumers.
2012 marks the 50th anniversary of the Bond franchise, which is generating enormous levels of consumer interest in SKYFALL. It is one of the most anticipated and talked about films this year, providing Heineken® with the opportunity to really engage consumers. The campaign will be accessible in more than 170 countries around the world where Heineken® can be enjoyed.
“When two great brands like Heineken® and James Bond join together, excitement is guaranteed. We are proud of our long standing partnership,” said Alexis Nasard, Chief Commercial Officer, 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.”
“The level of collaboration with Heineken® is unprecedented,” added SKYFALL producers, Michael Wilson and Barbara Broccoli. “We are excited by the global reach and the creativity that the Heineken team is able to deliver.”
HEINEKEN will launch its marketing campaign to support the Heineken partnership with James Bond in September 2012. The brand will focus its efforts on creating new levels of excitement for the film in on-premise establishments and retail stores across multiple markets.