WHITE PLAINS, N.Y.–(BUSINESS WIRE)–Nov. 8,1999–James Bond might be known for his martinis (shaken, not stirred, thank you), but in a national television ad breaking this week, Bond`s gadget man “Q” affirms his preference for Heineken.
The campaign, supporting Heineken`s sponsorship of the November 19 launch of the new James Bond film, The World Is Not Enough, features Desmond Llewelyn (a.k.a. “Q”) in :30 television spots and radio ads describing gadgets he`s concocted to help him enjoy a bottle of Heineken beer. A corresponding print ad, which will run in November publications such as Sports Illustrated and TimeOut New York, includes a photo of a cold Heineken with the tagline “Some things shouldn`t be shaken or stirred,” and a teaser for the new film. Llewelyn is a veteran of Bond films, appearing in more than any other actor since the inception of the series in the early `60`s.
“Heineken prides itself on staying on top of the latest in movies and popular trends,” says Dan Tearno, Vice President of Corporate Affairs at Heineken USA. “We`re very excited to be supporting The World Is Not Enough, showcasing James Bond, the most successful film franchise of the century!”
The campaign marks the second time Heineken has supported the James Bond franchise, after having sponsored the last Bond film, 1997`s Tomorrow Never Dies. Heineken also created a major ad campaign and sponsorship program for last summer`s Austin Powers The Spy Who Shagged Me hit. Heineken`s support of The World Is Not Enough also includes point-of-sale items, such as table tents, standees and banners, along with a consumer offer for a Heineken/James Bond leather jacket.
Lowe & Partners/SMS (New York), Heineken`s advertising agency, created the campaign. Heineken USA, Inc., the nation`s largest beer importer, is a subsidiary of Heineken N.V. (Netherlands), which is the world`s second-largest brewer. Brands imported into the U.S. include: Heineken Lager, the world`s most international beer brand; Heineken Special Dark, Amstel Light, the largest-selling imported light beer brand; Murphy`s Irish Stout; Murphy`s Irish Amber, the only authentically Irish amber imported to the U.S., and Buckler non-alcoholic brew.