HEINEKEN BONDS
WITH 007
Heineken
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FIRST HEINEKEN PREMIUM LIGHT COMMERCIALS ON US TV
www.heinekenlight.com
THE WORLD OF HEINEKEN
Summer 2006
I
Heineken will partner with EON Productions and Sony Pictures
Entertainment to launch a world-wide promotional campaign
for the 21st James Bond film, Casino Royale
Heineken has developed a strong relationship with the James Bond films
through its involvement in the past three films. Following the success of
those initatives, Heineken is delighted to have another global partnership
for Casino Royale, this time activating promotions in 40 countries.
Casino Royale, the first Bond story written by Ian Fleming, tells the story
of how James Bond achieves his 007 status and his first love - Vesper Lynd.
Before the film actually hits global cinemas on 17 November, a
Heineken commercial, shot on-set, will be broadcast on television screens
throughout the world and shown as a trailer in movie theatres. The clip, in
30, 45 and 60 second versions, will feature the leading Bond beauty Eva
Green playing Vesper Lynd. Heineken is the exclusive partner to use a lead
cast member in their global marketing campaign. This is the first time in
the history of Bond that a brand has shot a commercial which includes cast
members and the make-up artists and costume department used on the
actual Bond movie set.
"With its truly international and premium stature, Heineken® is a
natural fit with Bond's cosmopolitan and stylish image," says Walter Drenth,
Global Advertising Manager Heineken. "Moreover, both the films' and
Text: Jaron Reddy
Heineken's target groups are very much aligned." The campaign
comprises interactive and digital activities, radio promotions,
consumer competitions and tie-ins with local Sony publicity and
promotional events, focusing on a hip and trendy public, ages 25 and
above.
"We know our consumers from Manchester to Moscow to Miami aspire
to be part of the World of Bond," says Christopher Carroll, Global Manager
Brand Experience. "Therefore we strive to connect with our consumers by
inviting them to experience the world of Bond through our integrated
marketing program."
Bond girl and 007 débutant, Eva Green said of Heineken's recent
commitment to the production: "I'm delighted to be promoting Casino
Royale in Heineken's new campaign. Heineken continues to be a highly
innovative partner in its support of film-making."
Starting with Dr. No in 1962, the silver screen franchise based on Ian
Fleming's literary character is the longest-standing sequel series in film
history. The last three Bond films grossed over US $1 billion at the box
office. In this latest action-packed edition, the new James Bond, starring
Daniel Craig will partner with Vesper Lynd to bring down rogue banker Le t
Chiffre's network of terrorists.
In mid-April, Heineken USA began broadcasting
the first-ever television commercials for
Heineken Premium Light.
Heineken USA created two stylish
commercials: one for the general market, the
other for the Hispanic market, both aiming to
introduce the smoothness of the new luxury
light beer. Airing on national prime-time
television during popular series, cable
entertainment and high-profile sporting events,
the two ads will continue to be broadcast until
September.
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"These spots represent powerful product-
focused communication," says Brian Citron,
Brand Manager, Heineken Premium Light.
"The ads use unique visual elements to
communicate the smooth and luxurious
attributes of Heineken Premium Light."
Music plays a vital role in the debut of the
ads. The general market commercial uses an
exciting new rendition of The Pussycat Dolls' hit
song 'Don't Cha.' The Hispanic market
commercial features a remix, "Suave," the
summer release by emerging Latin music artist
Cinema Dos. Both commercials are upbeat yet
intriguing, reinforcing the product's suggestive
smoothness and overall desirability.
