Heineken International 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 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 POP in 40 countries. The execution, via TBWA, Amsterdam, 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
