14 DAY TRIAL // James Bond fans have just received the shock of their life: Daniel Craig, as the suave 007, won't be enjoying Martinis in the upcoming “Skyfall,” but beer. Shake but not stir that, if you can.
Since time immemorial (if one may say that), James Bond has been sipping on Martinis on screen. That is about to change with “Skyfall,” ABC News reports, when they will be replaced by Heineken beer.
This marks yet another change made to the franchise – and it's already proved rather unpopular with fans.
“Heineken USA reached a deal with the Bond campaign to have its brand appear in the new film, according to Advertising Age. Not only will Daniel Craig be asking for a sip of the brew in 'Skyfall,' but he will also be starring in a new Heineken ad that will run globally,” ABC informs.
Of course, it's no wonder more and more companies are jumping on board the James Bond train, especially since Craig proved, many years ago, that he could carry the franchise despite criticism coming at him from all sides.
As such, his films are a great advertising platform.
In return, movie studio bosses hope that, by including Heineken, they will be able to reach to wider audiences than with the previous two films, “Casino Royale” and “Quantum of Solace.”
“2012 marks the 50th anniversary of the Bond franchise, which is generating enormous levels of consumer interest in 'Skyfall.' It is one of the most anticipated and talked about films this year, providing Heineken with the opportunity to really engage consumers,” Heineken says in a statement on the occasion of the new partnership.
“When two great brands like Heineken and James Bond join together, excitement is guaranteed. We are confident our activation plan will ignite the conversation with our consumers and film viewers,” Alexis Nasard, chief commercial officer for Heineken, adds.
“Skyfall” is now shooting and will be in theaters starting October 26, 2012.