Bond Beer Brouhaha Foments Chatter


PRODUCT placement has always been part of the 50-year-old James Bond film legend but the 23rd Bond film Skyfall has fomented a pint sized brouhaha with an ad campaign that has Bond star Daniel Craig imbibing—not the iconic martini ‘shaken, not stirred” but rather—a Heineken.

Heineken has a 15 year history with the Bond franchise but a reported $45 million deal signed in March requires Craig to drink the beer in at least one scene in the film, which is set for release in November.

The franchise is expensive to produce and market and that $45 million deal reportedly clinched funding for the film. At the end of Crack The Case, the ad campaign for the movie, Craig is holding a Heineken brew. That ad has taken no. 10 on the Viral chart, with 1.5 million views.

AdAge Digital reports, however, that while former James Bond Pierce Brosnan once got away with ordering a mojito in Die Another Day, the idea of the elegant Bond standing at a bar downing a beer has moved some Twitter users to start using the hashtag #Skyfail to talk about the product placement deal. A small Facebook group Boo James Bond’s Heineken Scene has also sprung up.