The Dutch beer brand will run a series of 30- and 45-second TV and cinema ads featuring French actress Eva Green, who plays Bond girl Vesper Lynd. The ads, created by Dutch agency StrawberryFrog, were shot on location in the Czech Republic this week.
The TV and cinema campaign will run during November and December. The film is due for release on 17 November and features Daniel Craig in his first outing as the British agent.
The campaign will be supported by global on- and off-trade promotions, which will be run in partnership with EON Productions and Sony Pictures Entertainment.
Further activity, spanning more than 40 countries, will comprise digital and radio work. Heineken will also launch competitions and tie-ins with as-yet unconfirmed Sony promotional events, and the beer will feature in the film.
Heineken first tied with the James Bond franchise in 1997, with its sponsorship of 'Tomorrow Never Dies'. It continued the association for the last two Bond films: 'The World is Not Enough' (1999) and 'Die Another Day' (2002).
Heineken supported its sponsorship of the latter with a TV ad campaign featuring John Cleese, who plays inventor R in the films.
The brand has a history of global sponsorships. It is a top-tier sponsor of the UEFA Champions League and Europe's premier club rugby event, the Heineken Cup.
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