"Enter the world
of Bond," is the
main message
behind the global
campaign.
World of Heineken 39 winter 2008/2009
The release of Quantum of Solace earlier this month,
marked the 22nd edition of the James Bond franchise,
which has grossed more than $4 billion at the box office
in its 46-year history. Unsurprisingly, most people have
at least a passing familiarity with the character that
sprouted from Fleming's imagination so long ago. It
is estimated half the people in the world have seen at
least one James Bond movie. Research has shown that
the 007-logo is one of the most recognised symbols in
the world, just behind the Olympic rings and the
UN-logo.
HEINEKEN AND BOND: OLD FRIENDS
Heineken® has been an integral part of Bond history
for more than a decade now, with Tomorrow Never
Dies (1997) being the first Bond movie sponsored by
the global beer brand. EON, the family-run production
business owned by the Broccoli family, whose name has
been intrinsically linked with the James Bond movies
from the very beginning, approached Heineken shortly
before the 18th Bond movie went into production.
"Heineken and the World of Bond are a credible
partnership," says Christopher Carroll of Heineken
International. "Both brands are internationally desired
and promote shared themes of premiumness, style and
being clever."
Much like the Bond franchise itself, the partnership has
since evolved into a worldwide marketing platform,
says Christopher. "When it comes to assisting the brand
driving sales and brand preference on a global scale,
within the world of film Bond has few equals." The
Quantum of Solace campaign, which kicked off more
than a month ago, is looking to have the most impact
of all the Bond-Heineken team-ups so far. Heineken
plans to roll-out Bond promotions in an estimated 50
countries, across all available media.
MAKING AN AD BEFIT A BOND MOVIE
The centrepiece of the new campaign is a 45-second
commercial which will be screened worldwide in movie
theatres, through the internet and on television. The
plot: Our hero, a stylish 28 year-old minding his own
business, goes into the supermarket to purchase his
favourite beer. When he picks up a promotional pack
of Heineken®, he slowly enters the World of Bond.
The cashiers at the checkout change into Bond girls.
Coming back from the supermarket, our hero's house
transforms from a white picket fence home into a
Bond-villain style lair. (True fans will instantly recognise
a tribute to Dr. No's shark infested digs.) Finally, as our
hero moves deeper into the den, he stumbles into a key
scene from Quantum of Solace. The party with James
Bond is underway, and Camille (the latest leading lady,
played by Olga Kurylenko) is beckoning...for a beer - a
Heineken®! The transition, from a supermarket in a
Dutch suburb to the Bond movie footage shot in the
Central American nation of Panama, is flawless. But
while this might seem effortless on screen, the reality of
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