MUMBAI: The Coca-Cola Company has teamed its Coca-Cola Zero brand with the next installment of the 007 James Bond adventure Quantum Of Solace, which will be released worldwide this November.
This is the first major promotional partnership for Coca-Cola Zero on an international stage since its launch in 2005. The partnership reinforces Coca-Cola Zero’s masculine positioning, associating the brand with Quantum Of Solace.
Coca-Cola Zero global brand director Derk Hendriksen said, "Quantum Of Solace is without a doubt one of this year’s most anticipated film releases, and we are very excited to be a part of it. Coke Zero and Bond share an edgy persona and a global fan base, making this the perfect partnership."
Coca-Cola Zero will roll out a fully integrated marketing campaign across 35+ markets to support the partnership including television, cinema, print and outdoor advertising as well as on-pack, retail and theatre activation.
The brand’s global advertising agency Wieden + Kennedy, Amsterdam is also creating a high-impact TV/Cinema spot to support the partnership. The spot begins with a nod to the familiar gun barrel sequence that traditionally opens every James Bond film, with Bond as a silhouette walking through a barren landscape. As Bond approaches a mysterious woman in order to retrieve the bottle of Coca-Cola Zero she holds in her hand, the earth cracks beneath their feet and the bottle is tossed into the air. The bottle and silhouettes, evocative of the famous Bond girls, swirl across the screen with images of bubbles and the bottle lands back in the women’s hand as she races off in a sports car.
A chase ensues and the sports cars crisscross the landscape forming the familiar contour Coca-Cola bottle shape. Bond next overpowers several villains in an attempt to reach the girl and achieve his goal of recovering the Coke Zero bottle.
"By incorporating the traditional visual elements of a Bond film — the trademark silhouettes, the sophisticated Bond girls and the high-energy action — we are able to engage with our core target audience in a way that resonates with them," said Hendriksen.
The commercial also features an instrumental score from the film composed by Jack White, best known as part of the musical duo "The White Stripes."
Coca-Cola North America will activate the campaign across major US cinema chains, where Coke Zero is available at concession stands. The Coke Zero and Quantum Of Solace program will showcase the new cinema ad across screens in the US and include promotions on cups, popcorn bags, point of sale materials and other in-theater elements. The campaign will also feature a Facebook tie-in and a text-messaging promotion, which will offer consumers the chance to win Bond-themed prizes. A retail program will be activated across the West region of the US as well.
Quantum Of Solace stars Daniel Craig, who reprises his role as Ian Fleming’s James Bond 007. The Metro-Goldwyn-Mayer Pictures/Columbia Pictures release of EON Productions’ 22nd adventure is the longest-running film franchise in motion picture history. The film is produced by Michael G. Wilson and Barbara Broccoli and directed by Marc Forster. The screenplay was written by Paul Haggis and Neal Purvis and Robert Wade.b
