Heineken brings in James Bond to promote Heineken 0.0

Heineken brings in James Bond to promote Heineken 0.0

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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.

In the new ad, James Bond drinks a Heineken 0.0

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.

Read:  Heineken 0.0’s First Ads Prove You Can Have Fun Without Alcohol

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.

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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.

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