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Brands Cozy Up to Bond's Growing Appeal
Theresa Howard
USA Today
October 20, 2008
NEW YORK — Daniel Craig, the sixth and latest James
Bond, didn’t just bring in new fans with his debut two
years ago. He also has lured new marketers to the movie
franchise well-known for product placement and tie-ins.
Eon, which owns Bond rights, and Sony, which took over
distribution in buying MGM, hoped Craig could broaden
Bond’s appeal across generations, gender and geography.
He did: Worldwide box office for “Casino Royale,” was
$594.2 million, the most of the 21 Bond films.
That has attracted marketers of younger, hipper products
to the latest film in the 46-year-old franchise,
“Quantum of Solace,” which opens Oct. 31 in London and
Nov. 14 in the U.S. Among them: Coca-Cola with its first
Bond promotion, for Coke Zero.
“What we are finding now is that he not only crosses
demographics, men and women, young and old, he has
helped extend and broaden Bond so that it’s become a
culture event,” says Georg Leon, Sony’s executive vice
president, consumer marketing.
Also new this time out, he says, is that the tie-ins,
messages and licensed products are being tailored much
more for specific markets than they have before.
"Marketers have become really smart about over
saturation," says Leon. “It really is about picking the
right partner and letting them have their own unique
message and voice.”
Coke Zero
Coke will make its biggest push in the U.K. with ads and
limited edition, black ”Quantum of Solace“ bottles to be
sold at Harrods department store in London. In the U.S.,
Coke will begin to air this month an animated commercial
in cinemas and on TV.
"We’re in more than 100 markets," says Derk Hendriksen
of the zero-calorie soft drink with sales up 35 percent
this year. “We thought the tie-in would be very
appropriate for two irreverent and global personalities
(Cike Zero and Bond).”
Avon
The cosmetics and fragrance maker, in its first Bond
affiliation, will sell Bond Girl 007 Fragrance for $30.
Gemma Arterton, who plays Agent Fields, a sexy, young,
fellow Brit, will appear in print and TV ads in North
America, Europe and Latin America. The film is a ”great
platform to develop a beautiful fragrance and connect
with women worldwide,” says Tracy Haffner, global vice
president, marketing.
Ford Motor
Continuing long Ford ties with Bond films, Ford of
Europe’s all-new, redesigned Ka mini-car, being launched
now, is driven by Ukrainian actress and new Bond love
interest Olga Kurylenko. The automaker and the film’s
designers created a metallic gold model and Ford of
Europe will launch the special-edition Solace Ka for
sale around the movie’s release. The design of
Kurylenko’s ride was aimed specifically to reach women
in the audience. Other Ford brands are expected to show
up in the film and Bond again will drive former Ford
brand Aston-Martin.
Sony Electronics
After a limited tie-in with “Casino Royale,” the
corporate sibling of the Sony film studio is stepping up
its Bond ties for “Quantum of Solace.” Craig will appear
in TV, print and digital ads to promote Sony’s Bravia
flat-panel TVs, Blue-ray Disc players, and VAIO
computers. Also available will be a limited edition 007
VAIO that includes a Bond-like brief case.
Swatch
The “007 Villain Collection” has 22 watches based on the
chief bad guys in each of the movies. Priced at $60 to
$245, the faces incorporate villain features such as
”danger level” for the Dr. No’s watch or a skull face
for voodoo character Baron Samedi in “Live & Let Die.”
Toy gadgets
Hoping Bond’s appeal can be extended to kids, toy
licensee PopCo will have Bond collectible die-cast cars,
action figures and toys, such as the Crypto Decoder ,
with a suggested retail price of $19.99, and GPS Hideout
Tracker, sold at mainstream outlets including Toys ’R
Us. “We haven’t had a lot of mass market toy business,”
says Keith Snelgrove, vice president, global business
strategy for Danjaq, Eon’s licensing group. ”Most people
think of us an adult concept.”
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