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In celebration of its 15-year partnership with the James Bond franchise, Heineken will debut its television spot supporting the latest film in the series, “Skyfall,” on Sept. 21. Featuring Heineken’s “Man of the World” and Bond actor Daniel Craig, the spot will serve as the latest installment in Heineken’s “Legends” campaign.
On Oct. 1, the Amsterdam-based brewer will unveil Phase I of its fall movie retail activation featuring Bond-themed promotional packaging on 12, 18 and 24-packs of Heineken. Unique codes printed on the packaging will allow consumers to enter for a “1 in 007” chance to win a “Skyfall” movie ticket. Additional promotional material includes mass displays with movie-themed enhancers, POS materials including price and tuck cards, cooler decals, Bond standees and pole toppers.
“Heineken’s partnership with the Bond franchise represents a monumental joint venture of two iconic global brands,” said Catherine Vieira, Heineken’s senior director of trade marketing and sales strategy. “Our Skyfall initiative is a 360-degree campaign that includes an unprecedented media investment, retail and on-premise activation and special event/targeted public relations efforts.”
Phase I of Heineken’s retail program will run through mid-November and leverage the release of “Skyfall” on Nov. 9. The Heineken/Bond Phase II holiday activation is forthcoming.