Boxwish Blog

Bond seals deal with Coca-Cola for Quantum of Solace

Posted by Team Boxwish on 04 September 2008 at 10.33AM

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Bond sidles up to the bar, asks the bartender for a drink and downs it in one. Is he getting drunk? Nope, he’s getting gassy, as Bond is set to swap his trademark vodka martinis for fizzy drinks as part of a new deal between the famous super-spy franchise and Coca-Cola. Bond is known for his love of brands, whether it is Sony Ericsson phones or Aston Martin cars and so this new union with the carbonated drinks giant is no great surprise. However, it will be interesting to see if in his much-hyped next adventure, Quantum of Solace he will actually ditch his “shaken, not stirred” tipple to glug cola. Not quite the look he was going for, but he could probably serve Queen and Country by belching the national anthem. Just a thought.

The details of the deal are this: Coca-Cola Zero, dubbed “Bloke Coke” will re-brand as Zero Zero 7 for the duration of Bond’s marketing campaign for Quantum of Solace, due out in the UK on 31st October. There will be limited-edition black bottles, on-pack promotions and a global ad campaign all representing Bond’s newfound “edginess”. It’s the first marketing partnership for the brand which launched in 2006 and is reported to be worth £5.5 million.

It’s big news for Coca-Cola Zero, a brand that had previously been more low-key with the likes of Cheryl Cole pimping it out. And it’s a bold step for the long-running franchise, possibly inviting more criticisms of overt product placement if Coke Zero crops up too often during the onscreen action. But more importantly, can you see Bond chugging on some “Bloke Coke” as he kicks the crap out of some naughty terrorist?

[via WENN & Brand Republic]