Coca-Cola Zero is to be an official partner of the new James Bond film, Coca-Cola Enterprises has announced.

The tie-in with the film, called Quantum of Solace and set for release this October, will be the linchpin of Coke Zero's biggest marketing campaign to date, Coca-Cola Enterprises said on Tuesday (2 September).

Coke Zero, so-called because it contains no calories, has helped to reinvigorate Coca-Cola in the UK since its launch in 2006.

The campaign includes an on-pack promotion which will give consumers the chance to win a free downloadable Quantum of Solace demo game, four weeks ahead of its release. Consumers will also be entered into a daily free prize draw to win amazing prizes including Bond-style weekends away and Sony gadgets.

Advertising will cover TV, radio, outdoor and distinctive cinema advertising, PR events and dedicated in-store merchandising.

Kenny Chisholm, trade communications manager at CCE, said: "The 'Coke Zero' Bond promotion is one of our most exciting on-pack promotions. Quantum of Solace has already generated huge consumer interest and we expect the on-pack promotion and the release of the film to bring maximum exposure to the 'Coke Zero' brand. Increased interest should drive trial of the brand and reinforce the 'male' brand positioning."