In a global campaign to be launched in September 2012, Heineken will partner with James Bond for the sixth consecutive time since the partnership was established in 1997, marketing Pierce Brosnan’s Tomorrow Never Dies”.
The promo will be launched in over 170 territories and feature Daniel Craig as James Bond 007. This will be the first time that the leading man appears in the Heineken promotional materials since 1997 when Pierce Brosnan’s image was used for the beer’s marketing.
Over the last 18 months Heineken has built its brand around the ‘Open Your World’ strapline, and this year, rather than building the Heineken brand around the sets an icons of Bond, 007 will become a part of Heineken’s globalized campaign. “We’ve developed the ‘Man of the World’ premise through past activations and if there was any character to fit into this platform and be associated with this idea, it’s Bond,” says Hans Erik Tuijt, global brand activation manager. The Open Your World campaign is aiming to pitch the beverage as worldly and confident and in 2012, James Bond will be lending his support to this image.
For Daniel Craig’s debut outing as 007, the brewer brought in a top notch crew and recruited Eva Green from the Casino Royale cast to make a television advertisement on location with the production, utilising sets and locations from the feature film. Heineken was the first in the history of James Bond to shoot its commercial using the actual Bond film set.
To tie-in with Quantum of Solace, Heineken repeated this magic formula, featuring Bond girl Olga Kurylenko in a series of poster campaigns. In 2002 for Pierce Brosnan’s swan-song, Die Another Day, comic actor John Cleese appeared in a series of TV spots. The most famous of which saw “Q” in a noisy bar, attempting to find the right cellphone to answer and answering with Heinken bottle.