Amsterdam, February 8, 2012 - HEINEKEN
today announced that it has extended its 15 year partnership with the
James Bond franchise. It will introduce an unprecedented and innovative
global marketing campaign to support the launch of the new film SKYFALL.
This is the 23rd film in the James Bond series, and the 6th consecutive
James Bond film that the HeinekenR brand has been involved with.
Heineken has released the following viral clip and press release for
their new James Bond themed campaign, ‘Crack the Case.’ The clip
features Bérénice Marlohe’s ‘Skyfall’ character Sévérine, who
Marlohe has described as being “glamorous and enigmatic”. September
20th sees Heineken unveil its global ad, which stars James Bond actor
Daniel Craig “bringing his explosive portrayal of the iconic OO agent to
life. The ad features some exciting interactive content, with viewers
directed online to take part in the ultimate Bond challenge alongside
stunning Bond newcomer Bérénice Marlohe.”
HeinekenR brand’s global SKYFALL marketing programme will include a
wide range of promotion and activation rights in and around the film,
including for the first time the participation of James Bond actor Daniel
Craig in the brand’s worldwide campaign. It will also leverage its
global relationships with facebook and Google to ignite digital
conversations about SKYFALL amongst its adult consumers.
2012 marks the 50th anniversary of the Bond franchise which is
generating enormous levels of consumer interest in SKYFALL. It is one of
the most anticipated and talked about films this year, providing HeinekenR
the opportunity to engage with consumers in a number of different and
compelling ways. The campaign will be accessible in more than 170
countries around the world where HeinekenR can be enjoyed.
Alexis Nasard, Chief Commercial Officer of HEINEKEN said: ”When two
great brands like HeinekenR and James Bond join together, excitement is
guaranteed. We are proud of our long standing partnership. 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.”
Michael G. Wilson and Barbara Broccoli, the SKYFALL producers added:
”The level of collaboration with HeinekenR is unprecedented. We are
excited by the global reach and the creativity that the HeinekenR team is
able to deliver.”
HEINEKEN will launch its marketing campaign to support the HeinekenR
partnership with James Bond in September 2012. The brand will focus its
efforts on creating new levels of excitement for the film in on-premise
establishments and retail stores across multiple markets.
Note to editors: Heineken and James Bond
Heineken has developed a strong and successful relationship with James
Bond spanning global partnerships with ‘Tomorrow Never Dies’, ‘The
World is Not Enough’ , ‘Die Another Day’, ‘Casino Royale’ and
‘Quantum of Solace Heineken.’
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About SKYFALL
SKYFALL, from Albert R. Broccoli’s Eon Productions, Metro-Goldwyn-Mayer
Studios, and Sony Pictures Entertainment, is directed by Academy AwardR
winner Sam Mendes and stars Daniel Craig, who returns for his third film
as James Bond 007.
About HeinekenR :
The Heineken brand bearing the founder’s family name – Heineken – is
available in almost every country around the globe, and it is the
world’s most valuable international premium beer brand. Additional
information is available on www.heineken.com
and on www.theHEINEKENcompany.com/presscentre,
www.Facebook.com/Heineken,
@Heineken
Phone+4648112960
Open Daily 10-17 Sat 10-14 Media
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