Heineken’s new international James Bond campaign launched today – but missed the mark when it comes to Bond’s brand.
Daniel Craig’s James Bond swaps his long-time favourite, the Vodka Martini ‘shaken not stirred’, for a bottle of Heineken beer in the ad.
Luke van Oudtshoorn, brand strategist at FutureBrand, told B&T: “At the most basic level, you’d think it was a sensible tie-up. Heineken is very boys-y and Bond is traditionally an all-boys hero. Bond is confident and resourceful, but he is also misogynistic, promiscuous and smug.
“Heineken and Bond sit very uncomfortably side by side. Bond drinking a Heineken looks wrong, because there are such strong associations with him – one being the Martini shaken not stirred. That’s the original by-line of the character.
“In the golden era, products were chosen because they fitted with the character. The sad thing is that, in the modern era, the character and plot is decided by sponsors.”
The TV and digital campaign, created by Wieden & Kennedy Amsterdam, precedes the release of the 23rd Bond film, Skyfall.
The dramatic spot challenges consumers to ‘Crack the Case’ by taking part in an online game. The interactive game begins where the TVC leaves off, with viewers invited onto a train by Bond newcomer Berenice Marlohe.