The twenty third James Bond film, Skyfall, was released in North America on November 9th. Being the longest lasting and most successful film franchise of all time, there was quite a lot of publicity and excitement leading up to this. Much of this publication is due to the long list of companies using brand association with 007. Omega has released a special edition watch and claimed it to be Bond‘s official watch. Land Rover and Aston Martin once again make their standard appearances in the movie, and Daniel Craig is outfitted in Tom Ford suits. Sony has made the strongest connections of all with Q’s Vaio technology and the Xperia T mobile phone being “a phone good enough for Bond”. Sony, as well as Heineken, went as far as to air television ads featuring Daniel Craig. Oh, and Coke Zero is his new favorite soft drink.

All of these brands are attempting to position themselves in the consumer’s mind as products good enough for James Bond. This situation is unique because brand association is usually done with real-life celebrities rather than fictional characters. 007 is an easy target for this because he’s been around so long. Everyone knows him and companies can bank on his 50 years of success.

Check out the Sony commercial here!

Check out the Heineken commercial here!

Sources:

http://www.guardian.co.uk/film/filmblog/2012/oct/23/skyfall-marketing-james-bond

http://www.theglobeandmail.com/report-on-business/industry-news/marketing/the-many-brands-of-bond/article5185772/

http://www.theglobeandmail.com/report-on-business/video/video-will-sony-score-with-new-bond-phone/article5226827/