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COVER STORY tory after the one featuring a non-LDA boy wizard. For Heineken, the Bond partnership is a fi t as perfect as 007's Savile Row dinner jacket. The Dutch-brewed beer has developed a global "Man of the World" marketing campaign, and who could better epitomize that ideal than 007—especially as played by actor Daniel Craig, who admits he enjoys Heineken even when not playing a secret agent. Particularly exciting is the fi rst-time participation of James Bond actor Daniel Craig in Heineken's worldwide activation. Craig also stars in an installment of the brand's "Legends" campaign television ad, directed by Matthijs van Heijningen in creative consultancy with Skyfall helmer Sam Mendes. The ad builds on the Bond- Heineken partnership and promotes both brands simultane- ously: While on a "Bond Challenge," Heineken's signature Man of the World— the persona of the brand—will encounter Craig as 007. "The Heineken con- sumer is a man of the world," says Catherine Vieira, Senior Director Trade Marketing/ Sales Strategy, Heineken USA, explaining the synergy between the Heineken and Bond brands. "He's confi dent; he's not confi ned by restraints; he wants to be challenged. He's adventurous; he knows his way around. He lives life to the fullest, and he's always expecting the best—that's why he's drinking Heineken. James Bond is the defi nitive man of the world and encompasses everything we've identifi ed as our Heineken Man of the World." Sales, James Bond Sales For off-premise retailers and on-prem- ise accounts, the Bond partnership is predicted to be as effective in driving Heineken sales as 007 is at piloting his classic Aston-Martin, which reappears in the new movie. Although the Bond-Heineken partnership is global in scope, Vieira reports that Heineken USA is planning fully integrated campaigns in more than 40 U.S. markets coinciding with build- up to the Skyfall release on November 9. Five million specially marked U.S. packages will allow consumers a "one in 007 chance" of winning free tickets to the movie; those odds—a sight better than those at the Casino Royale—mean more than 700,000 winners. Further into the season, a holiday marketing component will promote the Heineken- Bond connection with special offers and branded glassware. Specially marked packages will off er off -premise consumers a "1 in 007" chance of winning free movie tickets. 50 / the tasting panel / august 2012 On-premise, things get even more exciting as restaurant and bar patrons will be invited to participate in a promotion to win a Legendary Night with the Bond Girl, played in the new fi lm by sultry Bérénice Marlohe. With other activations including a Bond Challenge competition, mobile apps and Facebook and YouTube integration, Heineken drinkers will be immersed up to their shoulder holsters in Bond- related enticements. Heineken has invested $20 million on the Bond-Heineken partnership, and Vieira promises "a very strong dedicated PR effort" to support the investment. The brand is planning a VIP Heineken Bond party in New York City, ambassador outreach with Bond- themed merchandise and distributor outreach with viewing parties in 15 markets. So hold on to your table tents: When the world's most unstoppable spy meets the world's most irresistible beer brand, there are bound to be some extraordinary fi reworks. Countdown to Skyfall Don't get left out of the action! Talk to your Heineken account rep or distributor about the brand's Bond promotions. September 21: Heineken television ads begin end of September/early October: Bond displays go up in off-premise September 23–end of November: on-premise activation November 9: Skyfall debuts