After causing a bit of stir through its sponsorship of the latest James Bond movie, Skyfall, beer brand Heineken is preparing a major multi-channel marketing campaign in the run-up to the film’s release.
Fans were critical of the partnership, as it will see 007 swig a beer rather than sip his shaken-not-stirred vodka martini.
Undeterred, the Dutch brewer will launch its cross-channel marketing drive next month, with actor Daniel Craig set to take a leading role in its advertising.
“James Bond is a perfect fit for us,” explains Lesya Lysyj, the firm’s chief marketing officer. “He is the epitome of the man of the world.”
Craig will appear in a TV ad campaign, while his image will be used as part of an on-pack promotion.
Heineken is backing the marketing drive with digital activity on Google and social media marketing on Facebook.
The multi-channel campaign is designed to drive up incremental sales of the beer in the lead-up to the film’s release around the world.
It forms part of the brand’s broader Open Your World online activity, which has seen it partner with Facebook to “ignite digital conversation” with customers.
Alexis Nasard, chief commercial officer at Heineken, explained: “As our adult consumers are increasingly spending more time on digital space and social media, it is important that our brands are active in this environment.”