StrawberryFrog ‘Bonds’ With Heineken

NEW YORK StrawberryFrog here has picked up a global assignment to promote Heineken’s placement in the new 007 film Casino Royale, sources said.

The assignment, which was handed down without a review, is said to be worth more than $10 million. Creative will appear in the U.S. and around the world in advance of the film’s Nov. 17 debut. The film, starring the controversially blonde Daniel Craig as James Bond, is said to feature placement of Heineken’s signature green bottle.

Heineken has promoted itself via partnerships with the James Bond franchise since 1997’s Tomorrow Never Dies. For the film The World Is Not Enough, Heineken ran ads with “Some things should be shaken, not stirred” as the tagline.

StrawberryFrog handles the Amsterdam, Netherlands-based brewer’s global branding assignment. Last year it launched a global promotion of Heineken’s sponsorship of the EUFA soccer league.

The agency directed calls to the client, which could not immediately be reached for comment.