Decoding Heineken's Spectre campaign

While the cine world is abuzz about the recently released offering from the Bond franchise, Spectre, James Bond aka actor Daniel Craig’s flashy appearance in Heineken’s new TV commercial ‘The Chase’ has also grabbed many eyeballs. The TVC is part of the beer brand’s integrated global campaign for Spectre which released on November 20 in India, making Heineken the only Spectre partner with a TVC featuring Craig.

Created and conceptualized by Wieden+Kennedy Amsterdam, the TVC sees Daniel Craig as James Bond being chased by goons. Bond leads The Chase by jumping into a speedboat and accidentally makes a water skier tied to it a part of the action. Through several dangerous and comic situations, the ad shows how the ski girl Zara saves Bond.

The TVC is but the tip of the iceberg when it comes to the grand promotion activities the beer brand has done with the film. “We have used television, in-cinema and digital for our campaign, and of course there is point-of-sale, which is a driver for our category (BTL),” informs UBL’s Marketing Senior Vice President Samar Singh Sheikhawat.

Interestingly, Heineken went with for digital first approach with the new TVC. Explaining the strategy, Sheikhawat told, “We chose to release the TVC on Facebook first due to its powerful reach and because of Facebook’s massive network and its recent strategic additions to its video platform. No other video platform has the advanced targeting capabilities like Facebook does. Through gathered data from over 144 crore active users, marketers can efficiently reach their target audience. With the help of Facebook’s targeting capabilities, the video has been carefully placed in front of the eyes of viewers that the matter most to Heineken. This release has been followed by with the launch of our TV campaign. “

To further heighten anticipation ahead of the movie’s release this autumn, fans were given access to special edition Heineken® Spectre bottles and cans that were launched in India for the first time. In order to unlock exclusive content from the movie, fans need to visit, and scan the Heineken® label on the special-edition packs. The exclusive content features Daniel Craig, plus behind the scenes footages from five of the movie’s dramatic locations - Mexico City, Rome, London, Austria and Morocco. The campaign in India also included purchase-linked promotions where fans could win exclusive Spectremerchandise.

Spectre isn’t the brand’s first collaboration with the Bond franchise. The association between James Bond and Heineken go way back to 1997. “James Bond is one of the most iconic characters in cinematic history and Heineken® is proud to have played a part in the 007 legend since 1997,” pointed out Sheikhawat.

“Our successful partnership has grown with every release from ‘Tomorrow Never Dies’, ‘The World is Not Enough’, ‘Die Another Day’, ‘Casino Royale’, ‘Quantum of Solace’, ‘Skyfall’ to, most recently, 2015’s ‘Spectre’,” he further added.

What makes Heineken the perfect brand campaign partner for the Bond Franchise? “James Bond and Heineken® are instantly recognizable premium brands that share many of the same aspirational qualities – wit, resourcefulness and confidence, plus a fascination with the latest technology,” Sheikhawat simply responded.

Sheikhawat further elaborated the significance of this powerful brand collaboration for both the brands. “Our partnership is mutually beneficial. Heineken® is the world’s most international premium beer, which means that Sony (film distributor and promotor) is able to use the global reach of our Bond campaign to help promote the film in 85 countries around the world. In return, we are able to partner with a globally recognized and loved franchise that our target market identifies with.”

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