Heineken is licensed to fill following James Bond partnership extension

Heineken has extended its 15-year partnership with the James Bond franchise, and will introduce a global marketing campaign to support the launch of the new film, Skyfall.

The Heineken brand’s Skyfall marketing programme will include a range of promotion and activation rights in and around the film, including for the first time the participation of James Bond actor Daniel Craig in the brand’s worldwide campaign.

It will also leverage its global relationships with Facebook and Google to start digital conversations about Skyfall.

Alexis Nasard, chief commercial officer of Heineken, said: “The trust that we have built has allowed us to take the partnership to a new level by linking Skyfall directly with our ‘Open Your World’ campaign.

“We are confident our activation plan will ignite the conversation with our consumers and film viewers.”

Heineken will launch its marketing campaign to support the partnership with James Bond in September 2012, and the film is due for its UK release on October 26.

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