Bond. Heineken & Bond.

Brand launching Skyfall campaign; featuring "Serenade" for Valentine's Day

WHITE PLAINS, N.Y. -- Heineken said that it has extended its 15-year partnership with the James Bond franchise. The company has introduced a global marketing campaign to support the launch of the new film Skyfall. This is the 23rd film in the James Bond series, and the sixth consecutive James Bond film that the Heineken brand has been involved with.

Heineken brand's global Skyfall marketing program will include a wide range of promotion and activation rights in and around the film, including, for the first time, the participation of James Bond actor, Daniel Craig, in the brand's worldwide campaign, accessible in more than 170 countries around the world where Heineken is available

It will also leverage its global relationships with Facebook and Google to ignite digital conversations about Skyfall amongst its adult consumers.

"When two great brands like Heineken and James Bond join together, excitement is guaranteed. We are proud of our long standing partnership," said Alexis Nasard, chief commercial officer, Heineken. "The trust that we have built has allowed us to take the partnership to a new level by linking Skyfall directly with our award winning global 'Open Your World' campaign. We are confident our activation plan will ignite the conversation with our consumers and film viewers."

Heineken will launch its marketing campaign to support the Heineken partnership with James Bond in September 2012. The brand will focus its efforts on creating new levels of excitement for the film in on-premise establishments and retail stores across multiple markets.

Heineken has developed a strong and successful relationship with James Bond spanning global partnerships with Tomorrow Never Dies, The World is Not Enough, Die Another Day, Casino Royale andQuantum of Solace.

Skyfall, from Albert R. Broccoli's Eon Productions, Metro-Goldwyn-Mayer Studios, and Sony Pictures Entertainment, is directed by Academy Award winner Sam Mendes and stars Daniel Craig, who returns for his third film as James Bond 007.

"The level of collaboration with Heineken is unprecedented," added Skyfall producers, Michael Wilson and Barbara Broccoli. "We are excited by the global reach and the creativity that the Heineken team is able to deliver."

Separately, Heineken is helping ignite romance forValentine's Day with the launch of a new Facebook application called "The Serenade." Based on the brand's second global film, "The Date," the new app--available in 20 languages--enables Heineken consumers to send humorous personalized songs to potential partners, inviting them on a date.

"The Serenade" is part of the brand's "Open Your World" global campaign, which celebrates and encourages aspirational behaviors among adult consumers. It follows the recent launch of "The Date," which celebrated a man taking a woman on a legendary date, set to the catchy 1960s Bollywood track Jaan Pehechaan Ho by Mohammed Rafi. Through the app, the same band that appeared in the ad will create songs for Heineken fans.

Today, February 9, Heineken will host "Serenade Live," an eight-hour YouTube event, during which individuals around the world will get the chance to serenade the object of their heart's desire live online.

There is a total of 640 different Serenades available. To start serenading, click here. Also go to Twitter @Heineken, #Serenade, #SerenadeLive. Individuals must select "who" they would like to take on a date, "why" they want to go out with them, and then decide "what" they want to do on their date and explain why their chosen date should step out with them, "why me." These choices will define the personalized serenade, created immediately and completed with personal name details. To watch "The Date," click here.



White Plains, N.Y.-based Heineken USA Inc., a leading beer importer, is a subsidiary of Heineken International BV. European brands imported into the United States include Heineken Lager, Heineken Light, Amstel Light, Newcastle Brown Ale and Buckler nonalcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from Mexico.


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