James Bond Abandons His 'Shaken, Not Stirred' Martinis for a Beer -- and One Brewery Is Paying to Ensure He Picks Its Brand Ad Age
In the upcoming 007 movie "Skyfall," in at least one scene, James Bond will pass on drinking a vodka martini -- shaken, not stirred -- to have a Heineken instead, reports Advertising Age.
Heineken USA has a deal with the Bond franchise to promote the brand, which will include an appearance by the brand in the upcoming Sam Mendes movie. The product tie-in will also include Daniel Craig appearing in a Heineken ad.
This is the biggest use of product integration in the firm's 15-year alliance with the 007 franchise. Said Lesya Lysyj, CMO of Heineken USA, "[Bond] is the perfect fit for us. …[He's] the epitome of the man of the world."
Heineken is also launching campaigns for its Newcastle Brown Ale and Amstel Light brands, and is introducing a Mexican brand, Indio, in the U.S., the story notes.