Sun | Jun 24, 2018

Heineken's James Bond has a heart

Published:Thursday | October 11, 2012 | 12:00 AM
Daniel Craig, who plays James Bond.

'Skyfall' movie premiere to aid foundation

Heineken and the Swiss Stores will partner to premiere the latest James Bond movie, Skyfall, in November in aid of the Heart Foundation, an organisation that has been fighting heart disease in Jamaica for more than 40 years.

The premiere takes place at the Carib Cinema in Kingston on November 6. The red-carpet event will be preceded by cocktails, with a silent auction during the intermission, explained Yasmin Salmon Russell, fund development and communications manager of the Heart Foundation. According to her, "The funds will go towards the establishment of a Cardiac Rehabilitation Centre.

"We have had a long association with the James Bond movies and are happy that Heineken is partnering with us on this one, which is one of three major events we are having this year to raise $10 million," said Salmon Russell.

Timely premiere

Another premiere will be held at Palace in Montego Bay on November 7, while the islandwide premiere is scheduled for the following day, according to Heineken Jamaica.

"Premiering the film in Jamaica is timely," said Heineken's brand manager, Nasha Douglas, noting that, "It comes at a time when the country is celebrating 50 years of Independence, and given that it was in Jamaica in 1962 that Ian Fleming inked the James Bond series, in which 007 cracks the case every time."

Activities leading up to and beyond the premiere are being rolled out under the theme 'Crack the Case with Heineken!'

"On October 5, James Bond Day, the 50th birthday of the character, Heineken held a bow-tie event in celebration of the day at the Macau lounge. This turned out to be a grand success," said Douglas.

"The party continued the following day," she said, "with one of nine bar parties. These parties will run until November 24 at Derricks Bar in Kyle, Red Bank district in St Elizabeth."

At these bar parties, high among topics of conversation is the replacement of Bond's trademark martini with Heineken beer in the 23rd edition of the highly acclaimed series, and the challenge it must have posed for the film director to show Bond quaffing his lager without compromising his mystique.

In a match - Heineken and James Bond - said to be made in Heaven, the two have a long standing partnership which began in 1997 with Tomorrow Never Dies.

The relationship has seen Heineken holding promotional rights with five consecutive James Bond films; introducing the keg can globally in 1997, which was in production for 15 years; and activating James Bond in 54 markets across five continents in 2006.

And as part of the deal for Skyfall, Heineken had produced a commercial to promote the film. The ad stars James Bond drinking Heineken when he is not out trying to save the world.

Not new to the innovations, Heineken scooped seven prestigious awards at the 2011 Cannes Lions International Festival of Creativity for the first two films of its new 'Legends' brand campaign, its Star-Player game and for UV Black Light STR bottle featured in the film and the advertisement.

Heineken's newest high-end aluminium packaging employed in the production of the bottle is an intricate pattern of spot-UV ink embedded within the silver portions of the STR bottle. The bottle's markings are invisible in the daytime but show up under black light to reveal a bright glowing design of stars, swirls and trails on the bottle's surface.

Skyfall, which was filmed in London, South China Sea, Turkey and Scotland, will premiere in London on October 23 and in the United States three days later.