Blog: Heineken's Bond adventure: Hit or miss?

James Wilmore | 13 November 2012

The James Bond/Heineken tie-up has caused quite a fizz. Some seem shaken by the corporate takeover, others are unstirred.  

Some have poked fun, like Jay Leno

Having seen the film, one thing struck me as odd. Arguably the most memorable scene featuring the Dutch beer brand is one in which Bond is seen as a washed-up drunk in bed, nursing Heineken's iconic green bottle. 

Surely, when you've reportedly paid US$45m to have your product featured, this is not the sort of image you want projected?

I suppose it's not as bad as having a character being seen to drink your product while driving, which is what rival Anheuser-Busch InBev was jumping up and down about last week.

Still, at least they hadn't splashed any cash on the venture. 





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