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Licence to thrill: Brewer signs up to Bond deal
DUTCH brewing giant Heineken yesterday unveiled a deal with the producers behind the James Bond movie franchise to promote their latest film, Skyfall.
The brewer, which broke up Scottish & Newcastle in 2008 in partnership with Danish peer Carlsberg, has helped market the previous five Bond films over the past 15 years.
Daniel Craig, who returns for his third outing as 007, will take part for the first time in Heineken’s promotions, which kick off in bars and shops in September. The brewer will use Facebook and Google’s social networks to promote the film, with its marketing activities spanning 170 countries.
Michael Wilson and Barbara Broccoli, who are producing Skyfall, which is due to be released in the UK on 26 October, said: “The level of collaboration with Heineken is unprecedented. We are excited by the global reach and the creativity that the Heineken team is able to deliver.”
The film franchise reaches a major milestone in 2012, marking 50 years since Sean Connery played 007 in Dr No.
PETER RANSCOMBE
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