WASHINGTON – The newest James Bond movie, “Skyfall” hits theaters this fall – and a change is brewing. Literally.
Heineken USA has teamed with the newest Bond flick as well as star Daniel Craig to create a commercial campaign including a scene where 007 foregoes his usual martini in favor of a Heineken.
The partnership is by no means an undercover operation either.
Heineken plans to add Bond’s image to packaging. The brand has had a 15-year partnership with 007 franchise, but this is the largest activation yet.
“The combination of the substance and style is going to be really powerful,” Lesya Lysyj, a chief marketing officer for Heineken, tells
