Coca-Cola and Heineken Step Up 007 Ad Campaign
Published on Aug 14 2012 2:11 PM in A-Brands
With the countdown on to the October release of Skyfall, the 26th installment of the James Bond film series, sponsors Coca-Cola and Heineken are ramping up their advertising campaigns.
Coca-Cola today announced a partnership between its Coke Zero brand and the new 007 flick. Coke Zero is getting a makover Bond-style, with limited edition packaging across multiple pack formats, including PET bottles, cans and aluminium bottles will all display the famous Bond ‘gun barrel’ design. The beverage giant signed a deal with EON productions, owners of the franchise, following a partnership in 2008 for the Quantum of Solace film.
The 'Unlock The 007 In You' marketing campaign will combine television, cinema, retail and outdoor advertising as well as on-pack and a digital and social media campaign.
Skyfall is the sixth consecutive movie in the series to be sponsored by Heineken since it became a sponsor of the franchise in 1997. Coming in under the brewer's 'Open Your World’ campaign, advertising will feature James Bond actor Daniel Craig, as Heineken’s ‘Man of the World’ character, marking the spy's first appearance in the brand’s advertising since the beginnging of the partnership.
The campaign will see Bond-theme promotional packaging on 12-, 18- and 24-packs of Heineken, supported by a social media campaign and promotions in pubs and clubs. Heineken will also run an on-pack competition which gives fans a '1 in 007' chance of winning tickets to the film. (14 Aug)
© 2012 - ESM: European Supermarket Magazine