MUMBAI: Heineken International launched its global advertising campaign, starring Eva Green as Vesper Lynd in the new James Bond film Casino Royale, which has its worldwide premiere in London on 14 November.
The campaign features the commercial, titled ‘Waiter’, for TV, internet and cinema, now showing on www.heineken.com/casinoroyale. Additionally, Eva Green features in print and outdoor advertising, consumer competitions to win exclusive James Bond prizes, merchandise and on- and off-premise promotions. The campaign is activated by Heineken in over 40 markets from October through February 2007.
Heineken is the first in the history of James Bond to shoot its commercial using the actual Bond film set. It is also the only time that lead Bond actors feature in a brand advertising campaign linked to Casino Royale. In addition to the appearance of Eva Green, in character and costume as Vesper Lynd, the original Bond themed music is featured in the Heineken commercial.
The commercial has all the ingredients of a Bond film — sophistication, suspense and action, with a twist of humour. The plot shows James Bond’s co-star Vesper Lynd entering Hotel Splendide to rendezvous with Bond in his room. In Casino Royale, Vesper is sent by ‘M’ to keep a watchful eye on Bond. In the Heineken ad, Vesper’s mission continues. As she strides across the lobby, she observes some suspicious activity. In the end, Vesper gets her Heineken.
Heineken International director group commerce Peter van Campen said, “Partnerships with the international film industry are an important part of our global marketing strategy to further increase the premium Heineken brand equity and accelerate the growth of the brand, which is available in almost every country in the world. Through experiencing the World of Bond, both on and off screen, Heineken connects with its urban young adult consumers worldwide and drives desirability and demand for the brand.”
Heineken’s global marketing manager responsible for film partnerships Christopher Carroll said, “This campaign is truly original due to our partnership with Eon and Columbia Pictures, commitment of James Bond talent and the on-location filming. Heineken worked closely with the director Stephen Gaghan and the ‘Casino Royale‘ make-up artists, stylists, costume department and production, to ensure the campaign remained true and authentic to the ‘Casino Royale‘ film and the world of James Bond.”
