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The marketing effort will begin on Sept. 21, when Heineken will debut its "Skyfall" TV spot, which is the next installment of the beer brand's "Legends" campaign. The television commercial will feature Heineken's "Man of the World" and will include scenes showing James Bond actor Daniel Craig in action.
Heineken will follow the commercial, which will also be featured in digital and trade advertising, with the kick off of its fall movie retail activation on Oct. 1. That effort will include Bond-theme promotional packaging on 12-, 18- and 24-packs of Heineken beer.
In addition, unique codes, printed in the packs, will allow consumers to enter for a "1 in 007" chance to win a "Skyfall" movie ticket. That promotion will be backed up by mass displays, cooler decals, Bond standees, pole toppers and more.
"Heineken's partnership with the Bond franchise represents a monumental joint venture of two iconic global brands," said Catherine Vieira, senior director of trade marketing and sales strategy, Heineken USA. "Our 'Skyfall' initiative is a 360-degree campaign that includes an unprecedented media investment, retail and on-premise activation and special event/targeted public relations efforts."
According to Vieira, this is only "phase one" of a comprehensive Heineken/Bond promotional program.
"To date, the Bond franchise has generated over $12 billion in ticket revenue which underscores the popularity of this iconic film series," she said, referring to the movie franchise that began 50 years ago. "Our goal through Heineken's phase one Bond activation is to leverage the anticipation and excitement of 'Skyfall' to drive incremental display activity and increase store traffic and sales of Heineken leading up to the film's release. Stay tuned for details of our Heineken/Bond phase two Holiday activation."
Heineken has partnered with the Bond franchise for the past 15 years.
"Skyfall" is the 23rd movie in the Bond franchise.