HEINEKEN SHAKEN NOT STIRRED!
PRESS RELEASE – Heineken Returns As Global Bond Partner
Heineken International today announced that it will launch a worldwide promotional campaign for the 22nd James Bond film, Quantum of Solace, a Metro-Goldwyn-Mayer Pictures’/Columbia Pictures’ release of EON Productions. The film, which will be released in movie theatres worldwide in November 2008, is Heineken’s 5th consecutive global partnership with one of the most successful and longest running movie franchises in history.
Stefan Orlowski, Group Commerce Director, Heineken N.V., said of the partnership: “Our long association with James Bond has helped enhance the profile of the Heineken brand across the world. The partnership supports our commitment to extend the brand’s leadership position within the international premium beer segment. Our global campaign offers a great opportunity to drive sales growth and to help build the value of Heineken’s brand equity.”
The new marketing campaign provides the opportunity for consumers to experience the premium, stylish and international world of James Bond. The campaign features leading lady Olga Kurylenko and was shot using actual film sets and scenes from the film. It includes TV and print advertising and on- and off-premise promotions, interactive and digital activities, radio promotions, consumer competitions and tie-ins with local premiere events. The campaign will be launched globally across an estimated 40 countries in October in conjunction with the worldwide release of the film.
Olga Kurylenko, who plays the role of Camille in the upcoming film, commented: “I am delighted to support Heineken’s global Quantum of Solace marketing campaign. Heineken has done a great job in making James Bond, Camille and the world of Bond connect with their iconic international brand.”
Melinda Eskell, Manager Heineken Brand Communication said: “We worked in close partnership with Eon and Columbia Pictures to ensure the global campaign remained authentic to the film and the James Bond franchise. The involvement of Olga Kurylenko combined with the use of other authentic Bond assets provides Heineken the unique opportunity to allow our consumers worldwide to experience the world of Bond.”
In Quantum of Solace, Daniel Craig reprises his role as Ian Fleming’s James Bond 007.The film is directed by Marc Forster, the screenplay is by Neal Purvis & Robert Wade and Paul Haggis and Michael G. Wilson and Barbara Broccoli produce.