Here is the Brosnan advert from 1998
[video][/video]
I had thought it would be the same deal for Skyfall, maybe not this story intimates it will be used in the movie. I remember there was a bit of an uproar when the rumour was leaked Daniel Craig would drink beer as part of an advert deal in CR, the studio or somebody had responded that Bond drinks beer in Ian's CR novel. Well he didn't .
Bond does drink beer from time to time in the novels, however this will probably be a crass shoehorned in deal part of the devolution of a once noble brand
The spot, which will run globally, is by brand agency-of-record Wieden & Kennedy, Amsterdam, and directed by Sam Mendes, director of the film. In the movie, Bond will swap his trademark martini for a sip of the brew -- at least in one scene.
Also Plans to Ditch the Shortneck Bottles, and Bring New Beer Up From Mexico
By: E.J. Schultz Published: March 30, 2012
Heineken USA will rely on James Bond to help push its flagship brand this year, while launching new campaigns for Newcastle Brown Ale and Amstel Light and introducing a Mexican brand called Indio in the states. And in an unusual move, the importer will run Spanish-language TV ads for Tecate on English-language channels, using subtitles to translate.
The Bond campaign will coincide with the fall release of "Skyfall," the latest installment in the long-running movie franchise. Bond, played by Daniel Craig, will star in a Heineken ad. The spot, which will run globally, is by brand agency-of-record Wieden & Kennedy, Amsterdam, and directed by Sam Mendes, director of the film. In the movie, Bond will swap his trademark martini for a sip of the brew -- at least in one scene. The integration, which will include Bond images on packaging, marks the largest activation in the brand's 15-year partnership with the Bond franchise, according to the brewer.
Bond "is a perfect fit for us," said Lesya Lysyj, chief marketing officer of U.S. importer Heineken USA, who outlined the marketer's 2012 advertising plans in an interview. Bond, she added, is the "epitome of the man of the world," referencing the name of the brand's ongoing global campaign.
Brand Heineken is the second-largest import in the U.S., trailing Corona, but has struggled to grow in recent years. Shipments fell 2.9% in 2011, according to Beer Marketer's Insights, which tracks bar and store shipments. But sales are on the upswing of late, growing 3% at stores in the 52 weeks ending Feb. 19 to $585 million, according to SymphonyIRI, which excludes Walmart and liquor stores.
Part of the brand's 2012 strategy is to balance its image-heavy TV advertising with an outdoor, print and digital campaign focused on the Holland-brewed beer's quality and tradition. "We haven't really talked about the beer itself and the quality of the beer. And when we talked to consumers we found out they don't actually really know a lot about us," Ms. Lysyj said. "The combination of the substance and style is going to be really powerful."
Ms. Lysyj also said Heineken will redesign its bottles in 2013, ditching its familiar short-neck bottle for long necks. The brewer's global parent rolled out long necks everywhere but the U.S. last year, where Heineken USA said it kept the old ones because it wanted to differentiate the import from domestics, which tend to come in long necks. Apparently, that is no longer a concern. Heineken USA "tested [long necks] against a whole variety of consumer groups and it tested really well," said spokeswoman Tara Carraro.
Here is a look at what else the importer has planned:
Newcastle Brown Ale: The debut effort by new agency Droga5 marks the first national TV campaign for the English brew under Heineken USA, which acquired it in 2008.
The old tagline, "Taste the lighter side of dark," is replaced with "No Bollocks," meant to convey a lighthearted tone that mocks conventional beer-selling tactics, such as sophisticated glassware or fancy signs. The outdoor campaign, for instance, includes neon bar signs that say "A $400 Sign to Get You to Buy a $6 beer" and a sign mocking Stella Artois.
"We're mostly making fun of ourselves," said Ms. Lysyj. But the campaign also calls out competitors. "In a category that seems to be taking itself more and more seriously, this brand is saying, 'Hey, guys, it's beer.' " Here's one of the TV spots:
Tecate: In an eyebrow-raising maneuver, this Mexican import will run Spanish-language ads on English-language TV, using subtitles. The campaign is the first U.S. effort by Mexican agency Olabuenaga Chemistri, which took over U.S. work from Kirshenbaum Bond Senecal & Parnters' Hispanic unit Ramona earlier this year in a cost-cutting move by Heineken. The importer is essentially using the same ads running in Mexico for U.S. English-language and Spanish-language TV. The campaign keeps the current "Con Caracter" tagline and humorous tone. The brand is trying to expand from its traditional base of new U.S. immigrants to more acculturated Hispanics. For the English-network ads, the importer will make spot buys in select markets, such as California.
"We were going to develop different advertising [for English networks]," Ms Lysyj said. But the Spanish spots "tested like off-the-charts funny ... so we are going to try it." She added: "A lot of consumers in those markets watch English networks but they are actually Hispanics."
Indio: The importer will bring this Heineken-owned Mexican dark lager to the states for the first time, rolling it out in eight markets, including Los Angeles, Chicago, Houston and San Antonio. The brand will target urban, acculturated Latinos, or what Heineken calls "Los Indies." No mass-media buys are planned.
Heineken Light: The importer will not create new TV ads for this brand, running the same spot that debuted last year by Wieden & Kennedy, New York, which features a man in a handlebar mustache, with the tagline "Occasionally Perfect." Asked why there won't be new ads, Ms. Lysyj said: "We still have a spot that's far from being worn out," adding "we didn't run that much of it last summer."
Amstel Light: A new tagline, "Savor Complexity," seeks to position the beer as having "substance and depth unlike other light beers without taking itself too seriously," the importer said. The campaign is by Droga5, which won the account late last year. No TV ads are planned. Outdoor, print, digital and radio ads will run in several markets including Boston, New York and Chicago, where the brand over-indexes.