Heineken Plans Major Integration With New Bond Flick

[Blowfeld]

The question is how major is major. Before Heineken used the word unprecedented to describe the partnership.

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.

[mcbride007]

I can imagine Craig's Bond drinking a can of Heineken as he is not the sophisticated Bond there used to be.

[Thunderpussy]

I don't think Craig's Bond could figure out how to open a can of Heineken.

[shaken not stirred]

I don't think Craig's Bond could figure out how to open a can of Heineken.

Not entierly true... in frustration he might try and smash the can against the wall then when all else fails jump up and down on it (like the characters in a looney toons cartoon when they can't open something), then someone else goes over, pulls up the ring pull and craig looks baffled.

[Blowfeld]

Funny how some are reacting to this story. If the Sun is to be believed Daniel is very upset.
" moody Daniel is said to be grumpier than usual"`

JAMES Bond has a Brew to a Kill — as he will swap his dry martini for a BEER in the next 007 movie.


Daniel Craig, 44, will be seen swigging Dutch lager in at least one scene of Skyfall.

The spy's trademark "shaken, not stirred" tipple was sidelined as part of an advertising deal with brewers Heineken.

And Brit actor Craig will also star in a TV ad for the drink. It is directed by Fredrik Bond and is set to coincide with the release of the movie in October.

Craig’s face will also appear on bottles and other packaging.

The campaign marks the biggest collaboration between the movie franchise and the brand, which has had links for 15 years.

Fans are raging that the deal is “cheapening” the Bond brand.

And moody Daniel is said to be grumpier than usual after hearing his Bond is being used as a beer merchant.

A movie source said: “All this will be timed for barbecue weather in the summer – it’s so blatant.

“Daniel’s Bond is a hard, tough, smooth operator. The image he has worked so hard to create is at odds with a man who would sip lager.”

Daniel should cheer up – Gary Lineker hasn’t done too badly out of Walkers crisps.

Heineken's Lesya Lysyj said: “Bond is a perfect fit for us. He is the epitome of the man of the world."

[Dr. No]

I heard somewhere they will put Bond's image on the beer
Anyone remember Jimmy Bond Beer?

Besides who aside for bond collectors will see Craig looking upset and think I need this beer.

[katied]

I'm more of a Stella Artois fan, me.



We should have a offshoot website- Danielcraigdoesnotdrinkheineken.com anyone?

[Blowfeld]

A lot of out cry about this beer swilling Bond. One place reported Heineken is giving $45 million USD for this promotion I don't know if that has been verified but it is a lot of money to throw at one promotion.

[spoil]

+ CommentJames Bond Ditches Martinis for Beer - 007 Fans Cry Sell Out now

Shaken or stirred? Actually neither: big bucks from Heineken have turned James Bond into a beer drinker.

Arguably the most famous fictional character of the modern era, super spy James Bond has been an entrenched part of popular culture for nearly half a century (next year will be the 50th anniversary of his introduction). After about 45 books (including new authors) and 23 movies, the second most valuable film franchise in history, Bond has become famous for many very specific traits and idiosyncrasies, including his choice of guns (Beretta 418 or Walther PPK), gambling (baccarat), car (Bentley), and especially drink – vodka martinis shaken not stirred.

Alas, as the film series has moved beyond the actual Ian Fleming novels on which almost all of them were based, it has embraced ever more blatant product placements, and in the process, many authentic Bond touches have been swept under the rug. While Fleming was famously concerned with details regarding clothing, food and drink, and it was these details that made Bond the suave and elegant Bond we know and love, the disconnect between the “real” Bond and the movie version has never been greater.

For years the literary Bond drove Bentleys, while the film Bond favored an Aston Martin DB5. Although Aston Martin (a different model) only appeared briefly in the novel Goldfinger, it was chosen as Bond’s car first for style and later for advertising, when Bond switched to several brand new models including the Vantage, Vanquish and DBS. He also drove a Lotus Esprit Turbo in one of the movies, but the one constant in film and book was his loyalty to British car makers – at least until BMW paid up for multiple recent appearances. This marked the start of the great Bond “auction,” in which his habits were sold to the highest bidder, re-writing history in the process.

Consider watches: Bond and his creator Ian Fleming both wore a Rolex, which Sean Connery also donned in the first Bond film, Dr. No (though Fleming chose an Explorer and Connery a Submariner). Rolex did not have to pay for the privilege, but Omega did, somehow becoming the “official” watch of James Bond. By the recent franchise re-launch of Casino Royal, filmmakers went so far as to have the new Bond, Daniel Craig, and his love interest, Vesper Lynd, shamelessly discuss the brand aloud because close-ups of its face were not enough. In the same movie, Bond’s well known passion for baccarat was replaced with a love of Texas Hold Em poker.

But for the forthcoming Bond film Skyfall, filmmakers have sold off perhaps the most famous Bond taste, his signature drink, and along with it, his trademark phrase, “shaken, not stirred” (“shaken and not stirred” in the books). Bond is best known for favoring vodka, which I would argue is not a martini at all, since a martini is a gin drink, making his choice sort of like a bourbon margarita, but in the books Bond orders his martinis with gin almost as frequently as vodka.

Not in Skyfall – thanks to a rumored $45 million deal (reported by the Village Voice) with Heineken, Bond is now a beer guy. And according to the British press, this is not sitting well with Bond fans. Nor should it.

Of course none of this is new: even his classic martini was routinely sold off for product placement to the likes of Smirnoff, Absolut, Stoli and Finlandia over the years, but at least it was a martini. Likewise, switching one fine Swiss dive watch for another hardly matters. But switching him to beer is something quite different, a paradigm shift and a falsehood completely unsupported by the books, in which he was been known to dabble in fine wines, champagne and even rum. It’s like him ditching his Saville Row suits and dinner jackets for baggy jeans and exposed boxers. Furthermore, if Bond did drink beer, it would almost certainly be something more substantial than the ubiquitous Dutch lager, like an ale, porter or stout, likely of the British variety.

Perhaps for the next film they can take the route of modern sports stadium and sell off naming rights to his iconic codename – he could ditch the 007 moniker and become simply Agent Emirates.

[/spoil]

[Napoleon Solo]

Last year, the Sunday Times reported MGM and Sony were going for a total of $45 million in total product placement, which would be one-third of the budget. I doubt if Heineken is $45 million all by itself. (If that Sunday Times story was accurate, it also would mean Skyfall's budget was $135 million, a nice chunk of change but significantly below Quantum of Solace's budget).

I admit to being surprised at how the Heineken thing has gone viral. If Miller was on the ball, they could have done a deal for Miller High Life (which the literary Bond actually did drink).

EDIT: If the $45 million figure for Heineken is accurate, my guess would be it's a combination of direct money paid to the studio plus the value of Skyfall-related advertising. The Sunday Times story from last year talked about the amount of money that would go to Skyfall's budget.

[Blowfeld]

I wish Skyfall was $135 million because sink or swim it would not hurt the future of the franchise. Then the way Barbara thinks of the franchise if different from how Cubby saw it, Cubby struggled to make it last while Barbara struggles against the past of the series being unPC with her colleagues in today's PC world. Because Bond has been such a stable pillar in her lifetime (from her point of view) I don't believe she understands how vulnerable the series can be. 50 years is impressive however almost 14 of those years Bond was out of commission (LTK to GE 6 years, DAD to CR 4 year, QOS to SF 4 years).

There is a better story breaking down the history of product placements in 007, it's somewhere in my in box I'll, the bad reaction to the beer has gotten more traction than I'd thought possible. Not without merit I think, the past decade or two of 007 movies have gotten crass advertising the products. Athou the 70s and 80s were not blameless at least the includes were in a way fun. Maybe this is nostalgia talking.

[Blowfeld]

Just a thought if its is $45 million for the beer adverts maybe it is a multi picture deal, similar to what Ford had starting with DAD.

[shaken not stirred]

I'd like a heineken poured not pumped :p... oh & a j20 & a slice of cheese.

[Napoleon Solo]

Speaking of Heineken (R), the first mention of that brew is now in the unofficial Skyfall novelization over in the fan fiction section of the forum.

[Dr. No]

Speaking of Heineken (R), the first mention of that brew is now in the unofficial Skyfall novelization over in the fan fiction section of the forum.

A smooth inclusion goes down with no bitter after taste.

Making the ad sucha big part of the movie could be a porblem these guys are really not that subtle these was a point where they could say this is our sponsor and not over do CR I felt was a constant barrage of inopportune products, DAD Pierce grew a beard to sell a shaver, I'm trying to remember what product Pierce drove a tank through in GE thats the kind of subtle ad job Bond is capable of, excpet maybe Heineken is suck a great product it would stop the tank.

[Blowfeld]

another interesting comment.

The NHL playoffs always generate a spike in beer sales, and I'll do my small part in driving up the numbers this spring. Still, I'm not happy about James Bond switching from martinis to beer in the new Bond film Skyfall. Bond and martinis - that's 50 years of tradition.

Played by Daniel Craig, Bond will be drinking a Heineken in at least one scene in Skyfall, according to Advertising Age magazine.

You could see it coming, in hindsight. Craig cracks wise in Casino Royale when the bartender asks if he wants his martini shaken or stirred: "Do I look like I give a d**n?"

Now here's Bond instructing the bartender in the book Casino Royale, published in 1953: "Dry Martini - wait - three measures of Gordon's, one of vodka, half a measure of Kina Lillet.

"Shake it over ice and add a thin slice of lemon peel."

At first I thought Kina Lillet might be related to Mila Kunis, but no, it's a French brand of aperitif wine.

Bond's martinis are pure rocket fuel, but sophisticated rocket fuel. Somehow, I can't picture James Bond as Joe Six-Pack, the beer drinker. If Craig can knock back a beer straight from the bottle and maintain Bond's mystique, I'll buy him an imported beer myself.

[carl stromberg]

another interesting comment.

The NHL playoffs always generate a spike in beer sales, and I'll do my small part in driving up the numbers this spring. Still, I'm not happy about James Bond switching from martinis to beer in the new Bond film Skyfall. Bond and martinis - that's 50 years of tradition.

Played by Daniel Craig, Bond will be drinking a Heineken in at least one scene in Skyfall, according to Advertising Age magazine.

You could see it coming, in hindsight. Craig cracks wise in Casino Royale when the bartender asks if he wants his martini shaken or stirred: "Do I look like I give a d**n?"

Now here's Bond instructing the bartender in the book Casino Royale, published in 1953: "Dry Martini - wait - three measures of Gordon's, one of vodka, half a measure of Kina Lillet.

"Shake it over ice and add a thin slice of lemon peel."

At first I thought Kina Lillet might be related to Mila Kunis, but no, it's a French brand of aperitif wine.

Bond's martinis are pure rocket fuel, but sophisticated rocket fuel. Somehow, I can't picture James Bond as Joe Six-Pack, the beer drinker. If Craig can knock back a beer straight from the bottle and maintain Bond's mystique, I'll buy him an imported beer myself.

Do some people see a different Daniel Craig than I do? I can easily picture Craig's Bond as "Joe Six-Pack" as that is how he looks and how he plays Bond.

[Thunderpussy]

Craig defends Heineken ad in Skyfall,

Daniel Craig has defended James Bond’s new partnership with Dutch beer company Heineken, calling it “an unfortunate” but necessary part of making a film on this large a scale.

Speaking on the set of Skyfall, the 23rd Bond film currently in production, the actor explained:

"We have relationships with a number of companies so that we can make this movie. The simple fact is that, without them, we couldn’t do it. It’s unfortunate but that’s how it is."

"We haven't sold out completely"

Craig is looking as fit as you’d expect, his understated preppy ensemble of white shirt and grey lambswool jumper doing little to disguise a surprisingly barrel-shaped chest. He may only be acting the role of a special agent, but you wouldn’t mess and I don’t believe he’d have any of the wobbles pulling a trigger that previous 007 Roger Moore recently admitted to. (A trip to the arms specialist on the set confirmed this, with him revealing that Craig had done the most arms training of all six Bonds.)

He continued: "This movie costs a lot of money to make, it costs as 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. Having a beer is no bad thing, in the movie it just happens to be Heineken.

“There’s a big furore about it, but it’s not what the movie’s about, I promise you. We haven’t sold out completely."

He added helpfully: ”It’s my favourite choice of beer. I drink it every morning – doesn’t everybody?”

Craig, who has been known to keep very quiet when journalists are about, was in good-humoured, expansive form, happily claiming credit for recruiting Oscar-winning fellow Brit Sam Mendes to director duties.

"Sam doesn't miss a trick"

“I didn’t realise you weren’t supposed to go up to people and just ask them. I was in a social situation with Sam, started chatting to him, and it just came to me in a flash. I said, ‘It’s not my place to do this but would you be interested?’

“So he came to see the producers, they really got on and it snowballed from there.

Craig cannot praise Mendes enough for his thoroughness and extra eye on set:

“It’s really been great for me because he takes a care of the lot of stuff that I would worry about normally on a film set. We’ve got a scene to shoot on Sunday, and it’s great, it’s written really well, but Sam and I are going to sit down with it this week, jig with it, get it right, because Sam doesn’t like to miss a trick, and that’s very reassuring.”

And while Craig is the first to say he’s not doing this on his own – “I’m standing with a whole bunch of incredibly talented, committed people, without that you don’t exist” – it’s clear he takes his own part in it very seriously, as he outlines the routine that has been his daily lot since they started shooting:

“We’re here about seven in the morning, start work at eight, work until about 8.30pm, then I go to the gym for 40 minutes in the evening, and then I go home to bed.”

And how do you feel after all that? ‘F**ked.’

Skyfall is in UK cinemas on 26 October.

I'm so glad to see he's working on the script again ( I thought they already has a " Great Script " ) he did such a good job with QOS.

[Mazer Rackham]

He must be on his meds today. He manages to comes off as less of prat than usual. Making a joke about the suds he has to sell is a little unexpected.

A few points about this.
Second time Craig mentions the real cost of these movies. One of the first time during the hiatus he said there was nothing he could do unless he had half a billion to lend them. Dispelling some of the disinformation about how much these movies cost. His admission today will give us the ballpark for Skyfall, he didn't say anything we didn't already know but it's nice to have place to point back to proving a point. Also the Beer ad might just cover the Broccoli graft and Craig paycheck, near about to as it makes no difference to $45 to 46m and this is using old numbers for the Broc graft.

"This movie costs a lot of money to make, it costs as nearly as much again if not more to promote, so we go where we can."

The another part is early rumors were Craig was pissed about the beer deal too. His handlers basically sold him to shill something and it annoys him, and he is plain awful about promoting his films under the best conditions to start with. It also demonstrates the beer deal has hurt them more than they ever thought it would, they assumed the audience would shut up and take what give no matter what, the backlash about the beer is louder than anything they have done to gain traction so far. Odd how these people don't feel comfortable with the Wonder Twins in charge, the lack of faith says something dire about the current state of Bond.


"It’s really been great for me because he takes a care of the lot of stuff that I would worry about normally on a film set."
This is the same prig who has a bell on set he runs to and rings when he thinks things were going to campy, serious, or whatever goes on in that pretty little head of his. Barbarzilla hold this one tight, don't let him get away.

Curiously he also soft peddles his role in hiring Sam saying today the producers made the call, I know that isn't true, Craig was insistent on Midas all the way. No other choice. I think they had to begin soft peddling publicly this because at this point Craig has more input than MGM. It is one thing if Babs wants to roll over for him, it is entirely another when she actively prevents MGM from exercising their legal rights.
MGM needs to 86 Craig to being to gain some semblance of control. If other average people not in the biz are noticing Babs and Craig braggadocios behavior then other people inside the business know what is happening and what it means.


I'll say one thing to defend Sir Rog's honor, whoever wrote this and defamed Rog so should do a quick search to find out how much their Brutish friend Craig is offend and scared by guns.

[carl stromberg]

He must be on his meds today. He manages to comes off as less of prat than usual. Making a joke about the suds he has to sell is a little unexpected.

A few points about this.
Second time Craig mentions the real cost of these movies. One of the first time during the hiatus he said there was nothing he could do unless he had half a billion to lend them. Dispelling some of the disinformation about how much these movies cost. His admission today will give us the ballpark for Skyfall, he didn't say anything we didn't already know but it's nice to have place to point back to proving a point. Also the Beer ad might just cover the Broccoli graft and Craig paycheck, near about to as it makes no difference to $45 to 46m and this is using old numbers for the Broc graft.

"This movie costs a lot of money to make, it costs as nearly as much again if not more to promote, so we go where we can."

The another part is early rumors were Craig was pissed about the beer deal too. His handlers basically sold him to shill something and it annoys him, and he is plain awful about promoting his films under the best conditions to start with. It also demonstrates the beer deal has hurt them more than they ever thought it would, they assumed the audience would shut up and take what give no matter what, the backlash about the beer is louder than anything they have done to gain traction so far. Odd how these people don't feel comfortable with the Wonder Twins in charge, the lack of faith says something dire about the current state of Bond.


"It’s really been great for me because he takes a care of the lot of stuff that I would worry about normally on a film set."
This is the same prig who has a bell on set he runs to and rings when he thinks things were going to campy, serious, or whatever goes on in that pretty little head of his. Barbarzilla hold this one tight, don't let him get away.

Curiously he also soft peddles his role in hiring Sam saying today the producers made the call, I know that isn't true, Craig was insistent on Midas all the way. No other choice. I think they had to begin soft peddling publicly this because at this point Craig has more input than MGM. It is one thing if Babs wants to roll over for him, it is entirely another when she actively prevents MGM from exercising their legal rights.
MGM needs to 86 Craig to being to gain some semblance of control. If other average people not in the biz are noticing Babs and Craig braggadocios behavior then other people inside the business know what is happening and what it means.


I'll say one thing to defend Sir Rog's honor, whoever wrote this and defamed Rog so should do a quick search to find out how much their Brutish friend Craig is offend and scared by guns.

It is annoying to see that Daniel Craig and Barbara Broccoli own James Bond now and run the franchise with Craig having a big input.

[Napoleon Solo]

A few points about this.
Second time Craig mentions the real cost of these movies. One of the first time during the hiatus he said there was nothing he could do unless he had half a billion to lend them. Dispelling some of the disinformation about how much these movies cost. His admission today will give us the ballpark for Skyfall, he didn't say anything we didn't already know but it's nice to have place to point back to proving a point. Also the Beer ad might just cover the Broccoli graft and Craig paycheck, near about to as it makes no difference to $45 to 46m and this is using old numbers for the Broc graft.

(snip)

Yes, in some ways, the star may have lifted the veil just a teeny bit.

http://hmssweblog.wordpress.com/2012/04 ... omics-101/