In the upcoming James Bond film Skyfall, Daniel Craig will put down his traditional shaken martini, and drink a Heineken in at least one scene, according to Ad Age. Heineken USA is reportedly using the .007 franchise to market its flagship beer this year.
Skyfall director Sam Mendes is also set to produce a Heineken commercial with actor Craig, which will coincide with the release of the film.
The new ad campaign will also include Bond images on packaging, and will be the largest integration spanning the 15-year partnership between Heineken and the .007 franchise. Lesya Lysyj, CMO of Heineken USA, states that James Bond “is a perfect fit for us - the epitome of the man of the world." Bond will be the name of the beers global campaign.
Heineken is the second-largest beer import in the U.S., behind Corona, but it has struggled to advance in the market in recent years. Heineken shipments fell 2.9% in 2011, according to Beer Marketer's Insights. But sales are on the up, growing 3% in the last year to $585 million.
Heineken has in the past paired a film director and an actor of the same movie for a commercial. Fight Club director David Fincher once filmed Brad Pitt in a nonsensical beer ad promoting the brand: