Heineken refreshes James Bond

09 February, 2012

Heineken has announced that it has extended its 15-year partnership with the James Bond franchise.

The Dutch brewer says 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 Heineken has been involved with. 2012 is the 50th anniversary of the Bond franchise

Heineken brand's global Skyfall marketing programme will include a 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 says it will also leverage its global relationships with Facebook and Google to ignite digital conversations about Skyfall among its adult consumers. That should be interesting as Britain's most famous secret agent, licensed to kill, is best known for his love of vodka martinis "shaken, not stirred". Has anyone ever seen him drink a beer?

Apparently, Heineken and 007 goes back to: ‘Tomorrow Never Dies’, ‘The World is Not Enough’ , ‘Die Another Day’, ‘Casino Royale’ and ‘Quantum of Solace’.

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