Heineken International has launched a 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 November 14.
The campaign features the commercial, titled ‘Waiter’, for TV, internet and cinema. 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 claims that it 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 leading 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.
Peter van Campen, director of group commerce at Heineken International 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.