A Bond movie is nothing without car chases, next-gen gadgets, creamy cocktails and dapper costumes. Every prop used in a James Bond film is a product placement opportunity that brands have been taking advantage of since the series’ first film starring Sean Connery hit theaters in 1962. 59 years, seven actors and 25 films later, the franchise hits he always goes out of the park when it comes to promotions and brand deals. The 2021 installation ‘No Time to Die’ is no exception.
Scheduled for September 30, “No Time to Die” starring Daniel Craig as Bond one last time has brought together nearly 50 brands around the world for product placements and collaborations. Heineken, Jaguar Land Rover, Omega, Triumph Bikes, DHL, Michael Kors, Smirnoff, Barton Perreira, Crockett & Jones and Tom Ford are just a few of the many popular brands associated with the film.
The brands not only designed special collections for the film, but also revisited past ties with the franchise to strengthen their brand history.
A golden opportunity for marketers
Omega, for example, launched a new 7,007-piece limited edition of the 42mm Seamaster Diver 300M when “No Time to Die” was in production. Omega has been a staple on Bond’s wrist since Pierce Brosnan first wore a Seamaster Diver 300M in “Golden Eye” in 1995.
In the 1964 film ‘Goldfinger’, the super-secret agent was seen asking for a ‘martini, shake not stir’. Almost 60 years later, Smirnoff toasts the franchise with Smirnoff # 21 in the 25th Bond film. The brand has just launched its “Everyone’s Spy” campaign to celebrate the release of the new Bond film.
“The return of Smirnoff No. 21 in ‘No Time to Die’ as an official partner is a testament to the brand’s ability to thrive and grow,” said Sarah Shimmons, global marketing director for Smirnoff in a statement.
Speaking of special editions, it’s not just watches or martinis that are riding the Bond wave. The luxury motorcycle brand Triumph also offered a special “No Time to Die” offer. In an official partnership with EON Productions, Triumph has designed a limited edition of just 250 Scrambler 1200 Bond Edition bikes worldwide.
Bond becomes a test bed, so to speak
The brands are also launching special campaigns around the film’s release. Aston Martin Cognizant Formula One Team has announced a collection of exclusive content throughout the Italian Grand Prix weekend where the team will replace the Aston Martin logos with the iconic 007 logo badge on the sides of the cockpit of the ‘AMR21 for a race. For Cognizant, the title sponsor of the Formula 1 Aston Martin team, the association is a huge opportunity for engagement.
“We entered into the Aston Martin Cognizant Formula One Team partnership because one of our strategic priorities for 2021 is to increase global brand awareness for Cognizant. Aston Martin was returning to Formula 1 racing after 60 years, and Cognizant was resuming its prominent role as an economic barometer of the IT services industry. Basically, we are transforming the Cognizant brand and creating opportunities for dialogue with customers in different forums. Formula 1 is an important part of this equation, ”says Gaurav Chand, Marketing Director (CMO), Cognizant.
Product placements for most brands go beyond movie screen time. Jaguar Land Rover, for example, will be releasing behind-the-scenes content and interviews with the film’s stunt crew to demonstrate the features of their new Defender used in the Bond movie chase sequences.
For them, the James Bond film franchise provides a perfect platform for both sides. “Our role in ‘No Time to Die’ allows us not only to market our products to the entire global film audience, but also to provide a test bed for us to push our vehicles to some of their limits. the most extreme. The James Bond films offer the perfect synergy with our brand values of British heritage, luxury and sophistication, ”said a spokesperson for Jaguar Land Rover. Story board.
Brand Bond-ed: the global appeal of 007
Global brands are also designing market specific campaigns to maximize reach with “No Time to Die”. Given the huge fan base of the James Bond franchise in India, ‘No Time to Die’ will hit screens on September 30 in the country and will be released in English, Hindi, Bengali, Tamil, Punjabi, Kannada, Gujarati, malayalam, bhojpuri and Telugu.
“Unlike other English films, the James Bond franchise has been accessible to Indian audiences for a very long time. Every adventurous guy is still called ‘James Bond’ in India across cities and across cultural and economic divisions. Bond in India as in most other countries is known for his style and suave demeanor. The same Bond who rides superbikes and wears luxury suits has also been seen in Pan Masala commercials in India. Obviously people love Bond in India and brands know it, ”says N Chandramouli, brand expert and CEO of TRA Research.
In 2016, former James Bond Pierce Brosnan found himself in deep controversy when he was seen in a Pan Bahar advertisement on billboards and print ads in India. As fans criticized Brosnan for the approval, he later announced that he was unaware of the details of the product and asked the brand to remove his image from all publicity material.
So and now
From just four brands in the first film in 1962 to over thirty brands associated with the last Bond film “Specter” released in 2015, the fanfare around the James Bond films has only grown in markets around the world. Regardless of the cast, box office collections, or a one-and-a-half-year delayed pandemic-induced release, the franchise continues to be the holy grail for product placements.
Items like the blue La Perla Grigioperla Lodato swimsuit that Daniel Craig wore in “Casino Royale” are still out of stock on all platforms to this day.
No wonder for brands that the name is still Bond. James Bond.