- Mike Beirne, Brandweek

CHICAGO Heineken is using James Bond's new leading lady, as well as actual sets and scenes from the upcoming film Quantum of Solace, in a global integrated campaign for the beer brand.

The partnership marks the fifth consecutive tie-in between the Dutch beer brand and the Bond series. The new ads will feature actress Olga Kurylenko, who plays the character Camille in Quantum of Solace, which will be released in the U.S. on Nov. 4. Support includes TV, cinema, digital, outdoor and point-of-purchase outreaches in 40 countries. The execution, via TBWA, Amsterdam, the Netherlands, will be akin to Heineken's TV spot for the 2006 release of Casino Royale, which featured actress Eva Green. She was in an elevator standing next to a waiter who was delivering a bottle of Heineken to Bond's hotel room.

The international premiere of the film in London on Oct. 31 will be preceded, depending on market, with radio promotions, sweepstakes and in-store programs. Part of the activation -- timed with local premieres for about six weeks -- will include a program with the working title: "Enter the World of Bond." G2, London, led the digital and offline efforts to create the program.

"We've done diligence in 11 countries, in four continents, about consumer awareness, consumer relevance and fit," said Chris Carroll, Heineken's global manager, brand experience. "What we know is this Bond world, although not real, is highly aspirational. It does share brand values of being international, premium, quality and style with the Heineken brand very well. What we will do is try to let consumers have access to this world of Bond."

The campaign also will include a change in Heineken packaging appearing in stores by September. Carroll declined to elaborate. Previously, the brewer distributed Heineken aluminum bottles as part of a 2003 tie-in with Matrix Reloaded.

Quantum of Solace is in postproduction editing, so whether Heineken will appear in the film is not definite. But product placement aside, Heineken has been creating its own silver screen moments since it featured Trinity (Carrie-Anne Moss) clad in black leather in a spot that streamed on its own Web site and YouTube weeks before Matrix Reloaded opened in theaters. That campaign marked the beginning of Heineken's strategy of aligning with movie partners that provide not merely film clips, but also access to stars, movie sets and work collaboratively on the international front.