WHITE PLAINS, N.Y. -- Heineken, a top-selling European lager in the United States, and James Bond, the second highest grossing movie franchise ever, are again joining forces to drive consumer excitement and maximum retail impact for the launch of the newest Bond film, Skyfall. In celebration of its 15-year partnership with Bond, Heineken is announcing details of Phase I of its retail program leading up to and leveraging the November 9 release of Skyfall.
Featuring actor Daniel Craig in the title role, Skyfall is the 23rd film in the franchise.
"Heineken's partnership with the Bond Franchise represents a monumental joint venture of two iconic global brands," said Catherine Vieira, senior director trade marketing and sales strategy for Heineken USA. "Our Skyfall initiative is a 360-degree campaign that includes an unprecedented media investment, retail and on-premise activation and special event/targeted public relations efforts."
The program runs from September through mid-November.
On September 21, Heineken will debut its Skyfall TV spot, the next installment in the brand's "Legends" campaign and the center of the brand's comprehensive media investment that includes TV, out-of-home (OOH), digital and trade advertising. The new spot will feature Heineken's "Man of the World" and Craig in high-energy, Bond-style action and will air from September 21 through the end of the year.
On October 1, Heineken will kick off its fall movie retail activation featuring dynamic Bond-themed promotional packaging on 12-, 18-, and 24-packs of Heineken. Unique codes, printed in the packs, will serve as the gateway for consumers to enter for a "1 in 007" chance to win a Skyfall movie ticket. Mass displays with movie themed enhancers, dynamic POS materials, including price and tuck cards, cooler decals, Bond standees and poletoppers along with channel-specific mail-in rebates (MIR) and instant redeemable coupon (IRC) offers, where legal, will drive consumer traffic and impulse purchase at retail.
"To date, the Bond franchise has generated over $12 billion in ticket revenue which underscores the popularity of this iconic film series," said Vieira. "Our goal through Heineken's Phase I Bond activation is to leverage the anticipation and excitement of Skyfall to drive incremental display activity and increase store traffic and sales of Heineken leading up to the film's release. Stay tuned for details of our Heineken/Bond Phase II Holiday activation."
White Plains, N.Y.-based Heineken USA Inc., the nation's premier beer importer, is a subsidiary of Heineken International BV, which is the world's most international brewer. European brands imported into the U.S. include Heineken Lager, the world's most international beer brand; Heineken Light; Amstel Light, a leading imported light beer brand; Newcastle Brown Ale, the leading imported ale in the United States; and Buckler non-alcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from Mexico.