James Bond 24, now officially known as Spectre was announced to the world through this official plot summary from Pinewood Studios.
“A cryptic message from Bond’s past sends him on a trail to uncover a sinister organisation. While M battles political forces to keep the secret service alive, Bond peels back the layers of deceit to reveal the terrible truth behind Spectre.”
Sounds exciting, but how can a brand capitalise on the marketing juggernaut that is Spectre, the 24th Bond movie?
Bond films now attract the same type of sponsorship as the World Cup or the Olympics.
Sam Mendez, the Oscar winning Director of Spectre, has created a visual masterpiece that luxury brand’s will pay a small fortune to align themselves with the most iconic spy in movie history. The ‘Bond Brand’ is now so powerful that companies ranging from Sony mobile phones, Tom Ford suits, Bollinger champagne and Heineken to name but a few want to increase their market share with the franchise’s global reach.
Brand alignment is crucial for market success. A brand must be disruptive and innovative if it is to grow its market share. It must also choose wisely with whom it partners, as a poor choice could have a lasting negative effect on a brand’s equity.
Hans Erik Tuijt, Heineken’s global sponsorship director, said: “In celebration of a partnership spanning 18 years, our Spectre campaign is our most innovative ever.”
Heineken’s £64 million integrated campaign is a fantastic example of great brand alignment through sponsorship of the new James Bond film Spectre. The creative executions are joined up at every touch point, from point of purchase to point of impact on the big screen.
The launch is supported by 500 million special-edition collectible Bond-themed bottles that contain a logo that when scanned unlocks exclusive “Spectre” content, including behind-the-scenes footage. Fans are also given access to classic Bond films to download, a social campaign, in-store promotions, and local market activations. The campaign highlight for me sees a TV spot, which features Daniel Craig.
Here’s to James Bond 25 and Heineken’s potential partnership that could span over two decades.