In recent years Bond has taken on a new image, exchanging his cars, weapons, girls and now perhaps even his drink. Known to have his Vodka Martinis ‘shaken, not stirred’, it would seem that the beloved action spy hero has found a new favoured beverage. Like everything else that has been modernized and updated, Bond trades in the classic Martini for a Heineken beer.
The controversial Heineken advert translates well into the world of 007, even employing the help of Mr Bond himself, Daniel Craig. And while movies are known to be filmed with carefully placed advertising products (Bond flashing an Omega watch for one), the case here might very well prove slightly different. As Craig puts it, the Dutch brewer has rescued the Skyfall film after the studio’s financial crisis, thanks to a £28million tie in. “The simple fact is that, without them, we couldn’t do it. It’s unfortunate but that’s how it is. This movie costs a lot of money to make, it costs nearly as much again if not more to promote, so we go where we can. The great thing is that Bond is a drinker, he always has been, it’s part of who he is, rightly or wrongly, you can make your own judgement about it… in the movie it just happens to be Heineken.’
And so the promotion begins with a series of tie in ads and a huge budget campaign by Heineken, which again promotes the alcohol and the movie. “Challenging consumers to defy his enemies and ‘Crack the Case’, viewers will be taken on an epic journey alongside stunning Bond girl newcomer Berenice Marlohe.”