7:03 PM IST - Monday March 30, 2015

Heineken extends partnership with James Bond films

New Delhi, Feb 9 After collaborating with five James Bond films, beer brand Heineken has extended its 15-year-long partnership with the popular franchise. The company has plans to launch a global campaign for the upcoming spy movie “Skyfall”.

“Skyfall” 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 past films on which the brand collaborated were “Tomorrow Never Dies”, “The World is Not Enough”, “Die Another Day”, “Casino Royale” and “Quantum of Solace”.

“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,” Alexis Nasard, chief commercial officer, Heineken, said in a press statement.

The marketing campaign will include a variety 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 online media like Facebook and Google to ignite digital conversations about “Skyfall”.

The campaign, to be launched in September, will be accessible in more than 170 countries.

The Sam Mendes-directed movie is set for an October release.


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