“Bond, James Bond.” These are familiar words to several generations of thrill seeking movie lovers. It has now been over 55 years since Sir Ian Fleming introduced his master spy to the world.
Today, everyone knows James Bond; Agent 007 is so embedded in our cultural landscape that nearly anyone seems to have a favorite “Bond moment”.
The man on Her Majesty’s Secret Service has been played by iconic actors such as Sean Connery, Roger Moore, Timothy Dalton and Pierce Brosnan. Most recently, Daniel Craig was casted as the best known and yet still enigmatic super spy.
November 2008 will see the launch of the 22nd Bond movie, 007’s brand new adventure “Quantum of Solace”.
For “Quantum of Solace”, James Bond teams up with Coca-Cola Zero. This is the first global promotional partnership for Coke Zero since its successful launch in 2005.
To promote this unique partnership, The Coca-Cola Company rolls out a fully integrated marketing campaign across 40 markets to support the partnership including print and outdoor advertising as well as retail, packaging and in-cinema activations.
Wieden + Kennedy, Coca-Cola’s global advertising agency, also created a high-impact TV/Cinema spot to support the partnership.
Here you can see the “Coca-Cola Zero & James Bond” video:
The “James Bond meets Coca-Cola Zero” commercial begins with a nod to the familiar gun barrel sequence that traditionally opens every James Bond film, with Bond as a silhouette walking through a barren landscape. As Bond approaches a mysterious woman in order to retrieve the bottle of Coca-Cola Zero she holds in her hand, the earth cracks beneath their feet and the bottle is tossed into the air. The bottle and silhouettes, evocative of the famous Bond girls, swirl across the screen with images of bubbles and the bottle lands back in the women’s hand as she races off in a sports car.
A chase ensues and the sports cars crisscross the landscape forming the familiar contour Coca-Cola bottle shape. Bond next overpowers several villains in an attempt to reach the girl and achieve his goal of recovering the Coke Zero bottle.
The “Coca-Cola Zero Zero Seven” commercial also features an instrumental version of “Another Way to Die”, the Bond theme song by White Stripes frontman Jack White and R&B/pop goddess Alicia Keys.
“By incorporating the traditional visual elements of a Bond film (the trademark silhouettes, the sophisticated Bond girls and the high-energy action) we are able to engage with our core target audience in a way that resonates with them,” tells Derk Hendriksen, global brand director for Coca-Cola Zero. “We are very excited to be a part of this highly anticipated movie. Coke Zero and Bond share a global fan base and edgy personality, making this the perfect partnership.”