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Heineken Plans Major Integration With Bond Flick

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Old Mar 30th, 2012, 07:52 PM   #1
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Heineken Plans Major Integration With Bond Flick

Heineken USA will rely on James Bond to help push its flagship brand this year, while launching campaigns for Newcastle Brown Ale and Amstel Light, and introducing a Mexican brand, Indio, in the states. And in an unusual move, the importer will run subtitled Spanish-language TV ads for Tecate on English-language channels.

http://adage.com/article/news/heinek...-flick/233840/

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, the film's director. 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 007 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 2012 advertising plans in an interview. He is the "epitome of the man of the world," referring to the name of the brand's global campaign.

Brand Heineken is the second-largest import in the U.S., trailing Corona, but it 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, growing 3% at stores in the 52 weeks that ended Feb. 19, to $585 million, according to SymphonyIRI, which excludes Walmart and liquor stores.

Part of the strategy this year is to balance Heineken's image-heavy TV advertising with an outdoor, print and digital effort focused on the quality and tradition of Holland-brewed beer. "We haven't really talked about the beer itself. ... 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."

In 2013, Heineken will redesign its bottles and ditch the familiar short necks for long ones, Ms. Lysyj said. 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. That's apparently 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 tone of lighthearted ribbing of conventional beer-selling ploys, such as fancy glassware and signs. For instance, the outdoor campaign includes a neon bar sign saying "A $400 Sign to Get You to Buy a $6 beer" and a sign that mock Stella Artois.

"We're mostly making fun of ourselves," said Ms. Lysyj. But the campaign no doubt 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:

See more of the Newcastle work on Creativity-online.com.

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- and Spanish-language TV. The campaign keeps the "Con Caracter" tagline and humorous slant. The brand is trying to expand from its traditional base of new U.S. immigrants to more-assimilated 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]," but the Spanish spots "tested like off-the-charts funny ... so we are going to try it," Ms Lysyj said. "A lot of consumers in those markets watch English networks but 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 make new TV ads for this brand but run the same spot that premiered last year by Wieden & Kennedy, New York, featuring a man with a handlebar mustache and 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 overindexes.
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Old Apr 17th, 2012, 05:36 PM   #2
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Daniel Craig says James Bond-Heineken deal is necessary

Daniel Craig says James Bond-Heineken deal is necessary

http://www.washingtonpost.com/blogs/...CcOT_blog.html

Daniel Craig has defended a deal that will put the spotlight on Heineken beer in the next James Bond film, “Skyfall.”

In case you haven’t heard (and then subsequently freaked out), Bond will be drinking more than shaken, not stirred martinis in Sam Mendes’s upcoming film. As AdAge originally reported, a product placement deal was made with Heineken where Craig (as Bond) will star in one commercial and will drink the beer in one “Skyfall” scene.

The Guardian estimated the deal’s worth at $45 million.

Craig told Moviefone.com the placement deal is “unfortunate” but necessary because of the film’s cost. 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.
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Old Apr 27th, 2012, 02:52 PM   #3
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Former Bond Girl Maud Adams Unhappy With 007′S Beer

The Bond Heineken controversy refuses to ‘just be a good boy and die’. While we have not had a lot to say about this issue… yet (problems with consume rental and hiring a marching band for the press conference), Maud Adams (Octopussy) has weighed in. She like many other fans have a big problem with the Bond franchise selling out the traditional Bond image for a sponsor.


Our first volunteer unfortunately had a bad allergic reaction to the costume
Former Bond Girl Maud Adams is not impressed that James Bond will drink a Heineken beer instead of his usual Vodka Martini cocktail in ‘Skyfall’.
Maud Adams is unhappy James Bond is going to be seen drinking a beer in new movie ‘Skyfall’.

The 67-year-old Swedish actress starred opposite Roger Moore in two Bond films, ‘The Man with the Golden Gun’ and ‘Octopussy’, and she is unimpressed that current 007 Daniel Craig will be seen supping a Heineken instead of his trademark Vodka Martin cocktail after Heineken USA agreed a deal to be featured in the movie.

Maud thinks the change of drink will make the suave British spy appear less elegant.

told Swedish entertainment magazine EXTRA: ”Even though it’s a good beer, this has gone too far.

”Martini was something elegant when I served Roger Moore and it is elegant to this day.”
in ‘Octopussy’ Maud played the jewel smuggling title character and was seen on screen serving Roger one of the iconic drinks.

As part of Heineken’s deal Daniel will also appear in character for a TV commercial for the drinks brand which will air all over the world and will be created by Wieden & Kennedy Amsterdam with ‘Skyfall’ director Sam Mendes acting as a consultant.

The 44-year-old actor will also appear as the spy on special packs of the beer.
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Old May 30th, 2012, 01:02 AM   #4
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I gotta Agree with George Lazenby on this one........

Now it seems George is upset by all this too !.....................

James Bond fans have gasped at the idea that James Bond's traditional vodka martini - shaken, not stirred, and Champagne Bollinger will not be seen in the 50th Anniversary James Bond movie, SKYFALL. Instead a $45 million deal has been made with Heineken Beer to be seen in the new movie and a commercial with Daniel Craig as James Bond with Heineken has already been filmed.
Apparently, we will not be seeing Smirnoff Vodka either, I assume.

Their is one former James Bond actor that is very upset about the decision to do away with the traditional martini.
George Lazenby played James Bond in Her Majesty's Secret Service (1969). He says that by cutting the martini in favor of a beer is like destroying a tradition.
Lazenby says, "It's not the best beer out there either."

Lazenby's biggest worry is that filmmakers will always "go where the money is.".

Murmurings began when James Bond ordered a martini in Casino Royale (2006). When asked how he wanted it prepared, Bond snapped back in reply, "Do I look like I give a damn?"

I don't think Smirnoff Vodka cared for that particular line.

However, it wasn't the bartender nor the Vodka that upset James Bond, but the fact the villain almost killed him in the scene before. At least Bond did ask for a vodka martini to comfort and calm him down before going back to the table.

In response to the Heineken deal for SKYFALL (2012), Daniel Craig had this to say:

"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. 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."

Daniel Craig believes the Heineken sponsorship is still true to the James Bond character.

Craig continues, "The great thing is that Bond is a drinker. He always has been. It's part of who he is, and -- rightly or wrongly-- you make your own judgement about it. Having a beer is no bad thing. In the movie it just happens to be Heineken."
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Old May 30th, 2012, 05:08 AM   #5
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Like Craig in real life I'm a Guinness man, but I still don't see what the problem is here. Craig's Bond is a real man, and real men drink beer.
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Old May 31st, 2012, 11:13 PM   #6
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I see nothing wrong with Bond sipping a cold brew either. As long as it's paying the bills for the film he could drink a cheap KEYSTONE LIGHT for all I care....We actually seen beers and Martini's in all of Craigs so far, What was that Brand he was drinking with Felix in the Bolivian Bar ?
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Old Jun 1st, 2012, 01:20 AM   #7
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As long as it's paying the bills for the film he could drink a cheap KEYSTONE LIGHT for all I care....
Now that I might have an issue with
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Old Jun 1st, 2012, 06:57 PM   #8
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How about a good old ice cold Budweiser ?Click image for larger version

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Old Jun 2nd, 2012, 07:01 AM   #9
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I guess this would be the place where I tell the joke about the comparison between Bud and making love in a canoe?
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Old Jun 4th, 2012, 06:33 PM   #10
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I guess this would be the place where I tell the joke about the comparison between Bud and making love in a canoe?
Tell us please.........................
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