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How KLM is advertising the new campaign in its inflight brochure |
Heineken Global Duty Free (GDF) has launched a special 33cl James Bond edition to coincide with the launch of Skyfall, the latest film in the James Bond series.
The brand owner said this was “an unparalleled opportunity to showcase to consumers the association between the world’s leading premium beer brand and one of the most talked about films in recent years”.
In global duty free, the James Bond edition 33cl Heineken can makes its debut inflight on Virgin Atlantic from 3 November. The ‘Crack the Case’ TV commercial launched on 20 September as part of an interactive consumer experience – will be shown onboard to support the global campaign.
In addition, inflight print ads will carry the tagline, “˜Some things shouldn’t be shaken or stirred…’. KLM will also be promoting the “˜Crack the Case’ campaign with the TV campaign shown inflight and as an advertising activation in the business class lounge.
Heineken GDF will also be activating promotions globally onboard ferries and at border and diplomatic stores with a special James Bond edition 1-litre bottle.
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Norwegian Cruise Line is among the launch customers for the campaign |
Promotions are also in place with many cruise lines offering the chance for passengers to win prizes, one of which is a personal invite to a premium party in Miami hosted by Heineken GDF in November, where a private screening of Skyfall will be shown.
Heineken International Manager – Global Duty Free & Travel Retail Sean McNaughten said: “Heineken has a history of building a successful relationship with James Bond through global partnerships spanning several previous Bond films, right up to the latest partnership with Skyfall. Activating this latest campaign and partnership through the many duty free channels that Heineken GDF is present in ensures that the brand fit between Bond and Heineken is brought closer to the attention of the global consumer.”
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The 1-litre gift box (right) features on ferries and at border and diplomatic stores | |
