Everyone who has ever heard of the James Bond franchise has also heard of him ordering his famous martini, “Shaken, Not Stirred”. In the new James Bond movie; however, Heineken has paid millions of dollars to replace this Bond tradition. Even though the James Bond Franchise has earned more than 13 billion dollars in tickets sales in the last 5 decades, getting producers for this independent set of films has been a tough challenge for the movie in its recent years. Daniel Craig exclaimed that, “A movie like this costs $118 million to make. And it costs another $200 million to sell it. So the $200 million has to come from somewhere. Product placement, whether you like it or you think it’s disgusting, it’s what it is. Heineken gave us a ton of money for it to be in the film. Without them, the movie couldn’t get sold.” This is a clever marketing strategy adopted by Heineken because it’s trying to change its position in the market as being the “new cool James Bond drink”. It’s a cunning change for the Dutch beer brand, and only time will tell whether people support Heineken and its new commitment with James Bond.
Bibliography and Other References:
HEINEKEN Commercial with Daniel Craig – Skyfall
“Big Bucks for Bond, James Bond.” CNN. Cable News Network, n.d. Web. 08 Oct. 2012. <http://edition.cnn.com/video/?hpt=hp_tvbx>.
“Heineken.” Wikipedia. Wikimedia Foundation, 10 July 2012. Web. 08 Oct. 2012. <http://en.wikipedia.org/wiki/Heineken>.
“Â James Bond Needed To Drink Heineken To Get Movie Made, Says Daniel Craig.” The Inquisitr. N.p., 3 Oct. 2012. Web. 08 Oct. 2012. <http://www.inquisitr.com/351893/james-bond-needed-to-drink-heineken-to-get-movie-made-says-daniel-craig/>.