Heineken uses Bond girl for global campaign

Heineken is launching a global marketing campaign on the back of its tie-up with the new James Bond film Quantum of Solace. It will star new Bond girl Olga Kurylenko in her role as Camille in TV and print ads and print ads.

The campaign has been created by TBWA, Freud, Naked and G2 and will launch in 40 countries, including the UK.

The ads will feature actual film sets and scenes from Quantum of Solace. There is a possibility the brand will feature in a party scene in the film although this has yet to be confirmed. The campaign will also include on and off-premise promotions, interactive and digital activity, radio promotions, competitions and packaging initiatives.

Chris Carroll, Heineken global brand manger, says: “The brand fit is that the world of James Bond reflects Heineken’s brand – it’s a global brand that is intelligent, witty, clever and interesting.”

The first activity will debut in Australia in September and be rolled out territory by territory. Quantum of Solace is scheduled for a November release.

Heineken has partnered with EON Productions’ four previous Bond films although it did not undertake any activity in the UK for Casino Royale, the first to feature Daniel Craig as Bond.

Speculation that Heineken may be about to realign its global advertising business out of The Red Brick Road has been dismissed by the brewer.

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