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    Heineken Extends Partnership With James Bond Franchise

    Company will support a global marketing program for "Skyfall," the upcoming 23rd James Bond film.

    NEW YORK -- James Bond prefers his alcohol shaken, not stirred, but the James Bond films apparently go very well with beer. Heineken has extended its 15-year partnership with the film franchise in advance of the upcoming 23rd film, "Skyfall," due in theaters later this year.

    Heineken plans to launch a global marketing campaign to support the new series installment, the sixth consecutive James Bond film with which the brewer has been involved. The program will include a wide range of promotion and activation rights in and around the film, as well as the participation of lead actor Daniel Craig. Heineken will also prompt "digital conversations" about the movie via Facebook and Google, the company said.

    "When two great brands like Heineken and James Bond join together, excitement is guaranteed. We are proud of our long-standing partnership," said Alexis Nasard, chief commercial officer for Heineken. "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."

    "Skyfall" producers Michael Wilson and Barbara Broccoli added: "The level of collaboration with Heineken is unprecedented. We are excited by the global reach and the creativity that the Heineken team is able to deliver." "Skyfall" will premiere Nov. 9. The 23rd James Bond film also marks the 50th anniversary of the James Bond franchise.

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