Heineken International has launched a James Bond-themed promotion in global duty-free and travel-retail as a tie-in with the spy’s 23rd feature film, Skyfall, which reaches cinemas worldwide from this month.
In global duty-free, a special James Bond edition 33cl Heineken can will make its inflight debut on Virgin Atlantic Airways from November 3, supported by the Crack the Case TV commercial Daniel Craig and Bérénice. In addition, inflight print ads carrying the tagline "Some things shouldn’t be shaken or stirred…" will further showcase the campaign. Meanwhile, KLM Royal Dutch Airways will also be promoting the Crack the Case ad with the TV film shown inflight and as an advertising activation in the business class lounge.
The supplier will also host promotions globally onboard ferries and at border and diplomatic stores with a special-edition James Bond 1l bottle (pictured). Several cruiselines will also offer passengers the chance to win prizes as part of the promotion, including a personal invite premium party in Miami hosted by Heineken Global Duty Free (GDF) in November, where a private screening of Skyfall will take place.
Heineken International manager global duty-free and travel-retail Sean McNaughten said: “Heineken has a history of building a successful relationship with James Bond through global partnerships spanning several previous Bond films, right up to the latest partnership with Skyfall. Activating this latest campaign and partnership through the many duty free channels that Heineken GDF is present in ensures that the exhilarating and perfect brand fit between Bond and Heineken is brought even closer to the attention of the global consumer. With James Bond being the ultimate Man of the World—confident, resourceful and ready for new experiences—this truly personifies the values of the Heineken brand.”