Brands and Bond

With the release of the latest James Bond film Skyfall fast approaching, Marketing Week picks out four of the best tie-ins from the franchises’ brand partners.

Heineken – Crack the Case

The Dutch beer brand has unveiled a global marketing push around the movie that includes the brand’s first TV spot to feature the spy. The advert launches today (20 September) and features Daniel Craig’s Bond and new Bond girl Bérénice Marlohe alongside with several props from previous films. Villain Dr No is also digitally inserted into the ad. The advert is supported by an interactive film that picks up where the TV spot ends.

Coca-Cola Zero - Unlock the 007 in You

Coke is running a TV campaign for its Coca-Cola Zero brand to promote the movie. It features several characters humming the famous ‘James Bond’ theme, alongside ambient noises such as car horns, mopeds and a brass band. The advert launches later this month (28 September) and will be backed by online actvity.

Sony and O2 - Skyfall Xperia T


Sony and O2 are launching a Skyfall branded phone to promote the launch of the new James Bond film starring Daniel Craig

Sony is launching a Skyfall-branded version of its Xperia T smartphone that will be exclusively available through O2 UK. The phone comes with a 007 ringtone, themes, screensavers and Skyfall images geo-tagged to the films locations.



Bond will drive a Honda bike during the opening sequence of Skyfall as part of the company’s sponsorship of the franchise.

Honda is launching a marketing campaign at the end of the month for the film that includes social media, PR and experiential activity. The car marque will also launch an online hub that will host exclusive content from the movie. The bikes will also appear in the film’s opening sequence.

Readers' comments (1)

  • Stunningly, but all-too-consistently, James Bond's exclusive watchmaker Omega (since 1995) is nowhere to be found in this list. In fact: With barely over a month to go before Skyfall premiers, we still have NO official ID of any kind re The model(s) Daniel Craig will wear as Agent 007 on-screen.

    Omega may be technically impressive, but it's once again tragically missed the mark in understanding and leveraging "the James Bond lifestyle." You know: ROI on their product placement marketing, and THE reason consumer buy these affiliated luxury brands.

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