The Dutch brewery has confirmed it will continue its long partnership with James Bond and "Skyfall"...

Heineken Bonding Again

7th February 2012

In a global campaign to be launched in September 2012, Heineken will partner with James Bond for the sixth consecutive time since the partnership was established in 1997, marketing Pierce Brosnan's "Tomorrow Never Dies".

The promo will be launched in over 170 territories and feature Daniel Craig as James Bond 007. This will be the first time that the leading man appears in the Heineken promotional materials since 1997 when Pierce Brosnan's image was used for the beer's marketing.

1997 Heineken Commercial

Over the last 18 months Heineken has built its brand around the 'Open Your World' strapline, and this year, rather than building the Heineken brand around the sets an icons of Bond, 007 will become a part of Heineken's globalised campaign. "We've developed the 'Man of the World' premise through past activations and if there was any character to fit into this platform and be associated with this idea, it's Bond," says Hans Erik Tuijt, global brand activation manager. The Open Your World campaign is aiming to pitch the beverage as worldly and confident and in 2012, James Bond will be lending his support to this image.

Above: Posters featuring Eva Green as Vesper Lynd from "Casino Royale"

For Daniel Craig's debut outing as 007, the brewer brought in a top notch crew and recruited Eva Green from the "Casino Royale" cast to make a television advertisement on location with the production, utilising sets and locations from the feature film. Heineken was the first in the history of James Bond to shoot its commercial using the actual Bond film set.

To tie-in with "Quantum of Solace", Heineken repeated this magic formula, featuring Bond girl Olga Kurylenko in a series of poster campaigns.

In 2002 for Pierce Brosnan's swan-song, "Die Another Day", comic actor John Cleese appeared in a series of TV spots. The most famous of which saw "Q" in a noisy bar, attempting to find the right cellphone to answer.

2002 Heineken Commercial

The 23rd James Bond film, "Skyfall", commenced principal studio photography on 7th November 2011 for a UK release on October 26th, 2012 and the USA on November 9, 2012. MGM will produce, finance and distribute 007's 23rd adventure in partnership with Sony Pictures Entertainment.

Daniel Craig will be returning as the legendary British secret agent, alongside Judi Dench as "M", with Sam Mendes directing a screenplay written by Neal Purvis, Robert Wade and John Logan. The cast will also include Bérénice Marlohe, Javier Bardem, Naomie Harris, Ralph Fiennes, Albert Finney and Ben Wishaw. The film will shoot at Pinewood Studios and on location in London, England; Scotland; Shanghai, China and Istanbul, Turkey.

It will be the longest gap between Bond movies without a change in the lead role. In addition, 2012 marks the 50th anniversary of the EON Productions series of James Bond films.

Subscribe to MI6
Be the first to know about breaking news from the set of "Skyfall":
Sign up for occasional Bond 23 email alerts
  Skyfall - James Bond 23 (2012)
Recent Articles - Skyfall (2012)
The Bond Brand (2)
SPECTRE Speculative (3)
Concept Artist Interview
Producers On Bond
007 Chronicles (23-10-12)
Mendes In Conversation