Belvedere expects new James Bond campaign to lead to its ‘largest ever quarterly sales’

Belvedere has partnered with the latest 007 film Spectre for a new TV campaign and its president Charlies Gibb says the tie-up will create the luxury vodka brand’s best ever quarter of sales.

The campaign, which features Mexican actress and Spectre star Stephanie Sigman, playfully shows the creation of a vodka martini cocktail as Sigman signs off with the line: ‘Excellent choice, Mr. Bond’.

There are also two limited edition 007 Spectre bottles to celebrate the advertising campaign, which marks the first time Belvedere has sponsored a film.

Gibb told Marketing Week: “It’s difficult to get something that can resonate in the 120 countries in which we sell our vodka but Bond does that as it has vast international appeal. We would love for this to be a long-term marketing partnership, we wouldn’t go into it otherwise.”

Much like Heineken, which also put a woman at the heart of its recent Spectre TV campaign, Belvedere has chosen to present a female-focussed narrative for its respective James Bond sponsorship.

And Gibb insisted that tying up with the James Bond brand, despite its lead character’s penchant for vast quantities of ‘Bond Girls’, isn’t “too blokey.”

“Bond is for both men and women, it’s now so cosmopolitan and has a very mixed appeal,” added Gibb. “As a brand, we don’t see its appeal as anything other than versatile.”

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Much like Heineken, Belvedere is using a female character for its 007 Spectre partnership

Belvedere’s previous marketing cannot create the same level of conversation as the Bond tie-up, according to Gibb, who said traditional advertising is “no longer enough.”

He concluded: “In today’s marketing world you want to be talked about in pop culture at the right moments and that’s where Bond is fascinating as it generates buzz for months and months before and after the film’s release.

“TV advertising alone just isn’t enough to reach consumers when you think about all the people who are fast-forwarding ads and streaming. You need to make yourself a part of the conversation online and offline.

“Bond will make the fourth quarter our largest ever for sales and we expect strong double digit growth; our brand awareness really has shot up.”

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Heineken to use James Bond to stir the digital conversation

Seb Joseph

Heineken is to feature Daniel Craig as James Bond in the next phase of its ‘Open Your World’ campaign, following an extension of its long-standing sponsorship with the movie franchise that will see the launch of what the brand calls its “biggest activation of 007 ever.”


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