Olga Kurylenko will promote Heineken and the Ford Ka
With the theatrical debut of Quantum of Solace only a few months away, the numerous promotional partners that will showcase their brands in the film are beginning to line up.
Variety reports that several companies previously featured in Daniel Craig’s James Bond debut in Casino Royale will be returning once again, including: Ford Motors, Heineken beer, Smirnoff vodka, Omega watches, Virgin Atlantic, Sony Ericsson cell phones and other Sony electronics.
While distributor Sony Pictures declined to disclose exactly how much is being spent, the number is expected to be around the same amount for Casino Royale–which had a $100 million (£50 million) worldwide advertising campaign.
Olga Kurylenko, who stars as Bond girl Camille, is promoting the Heineken brand and Ford’s all new car, the Ford Ka.
‘Our long association with James Bond has helped enhance the profile of the Heineken brand across the world,’ said Stefan Orlowski, group commerce director for Heineken. The company previously used a similar marketing tactic in 2006 when Bond girl Eva Green was featured in their campaign, which included television commercials.
The Ford Ka will begin to roll out in Europe around the Bond film release date in early November. A special edition ‘Solace’-themed Ka will be sold that features metallic gold paint and exterior graphics. The Volvo, Range Rover and other Ford vehicles also make appearances in Quantum of Solace.
As was the case with Casino Royale, the number of promotional partners for the 22nd Bond film is being limited by Sony and Eon Productions to about ten. This sparked from the promo overload of some 20 tie-ins in Die Another Day (which was coined ‘Buy Another Day’ by some critics because of it).
The multi-media campaign, expected to start in October, will include TV, print, radio, online and other advertising to launch in 40 countries.
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