Heineken is lining up a new campaign around its James Bond partnership that shows the British spy drinking the alcohol-free variant of its namesake beer brand.
The Dutch brewer started a marketing partnership with the Bond movie franchise in 1997, in a move that eventually led to the character, played by Daniel Craig, drinking a Heineken lager in the 2012 film Skyfall. A new ad, which was put up on some regional Heineken YouTube accounts yesterday but has since been removed, continues Bond’s affinity for Heineken.
The clip shows Craig, dressed in a tuxedo, calling for a Heineken 0.0 instead of Bond’s usual vodka martini. “I’m working,” the character says to the barman.
The ad ends with the tagline: “Now you can while working”. It can be viewed here on The Times website. Heineken did not respond to a request for further details on the 20-second spot or why it was removed.
Heineken 0.0 has helped drive growth for the Heineken brand in the past year. It is now available in more than 40 countries including India and the US.