Heineken to launch unprecedented Skyfall campaign

http://www.reuters.com/article/2012/02/08/idUS91363+08-Feb-2012+HUG20120208

Quote :

Amsterdam, February 8, 2012 - HEINEKEN today announced that it has extended its 15 year partnership with the James Bond franchise. It will introduce 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 6th consecutive James Bond film that the HeinekenR brand has been involved with.

HeinekenR brand's global SKYFALL marketing programme 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 HeinekenR the opportunity to engage with consumers in a number of different and compelling ways. The campaign will be accessible in more than 170 countries around the world where HeinekenR can be enjoyed.

Alexis Nasard, Chief Commercial Officer of HEINEKEN said: "When two great brands like HeinekenR 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."

Michael G. Wilson and Barbara Broccoli, the SKYFALL producers added: "The level of collaboration with HeinekenR is unprecedented. We are excited by the global reach and the creativity that the HeinekenR team is able to deliver."

No COKE ZERO this time eh?

Makeshift Python wrote:

No COKE ZERO this time eh?

I'm sure other brands will follow suit soon enough...

SMIRNOFF is a sure bet.

Interesting, considering that 90% of the target audience isn't legally able to consume alcohol.

Mr. Brown wrote:

Interesting, considering that 90% of the target audience isn't legally able to consume alcohol.

Actually, most anthropology and post-colonial studies profs are old enough to consume. Lord knows they ingested enough in the late 60s.

This is good news. If SK really sucks, when I sit down to watch the blu-ray (out of blind obligation) I can drown myself in a 12 pak of official SF Heinekens, each with a Dan Craig, blue snuggies butt-crack image stamped on the label.

Perilagu Khan wrote:

Mr. Brown wrote:

Interesting, considering that 90% of the target audience isn't legally able to consume alcohol.

Actually, most anthropology and post-colonial studies profs are old enough to consume. Lord knows they ingested enough in the late 60s.

They are the 10%.

#OccupySkyfall

Yuck. For some reason Daniel Craig as a spokesperson is turning me off the product already. Better to keep the Bond girls being nuts for Heineken approach, in my book.

Bond has turned to piss so it's appropriate Pratfall is sponsored by Heinken.

At least it's not WKD, small mercies and all that.