Heineken® is celebrating the release of No Time To Die, in cinemas April 2, by launching a limited edition range of James Bond-branded packaging into stores from January 2020. The new design will be featured on the primary and secondary packaging of key Heineken® and Heineken® 0.0 packs, and will be supported by an exclusive on-pack promotion.

A global partner of the franchise for the last eight films, the new range from Heineken® features the James Bond silhouette front and centre of the packaging, alongside the iconic ‘007’ logo. Launching ahead of the 25th James Bond film, the new branding aims to raise awareness of the partnership and position it as the beer of choice for Bond fans.

Driving the partnership further will be an on-pack promotion offering consumers the chance to win a variety of Bond related experiences. Running from February to May this year, shoppers in England, Wales and Scotland will be in with a chance to win one of four once-in-a-lifetime prizes in either New York, Sweden or Italy, as well as official Heineken® and James Bond branded merchandise. To enter the competition shoppers simply need to visit Heineken.com/win007 and enter the code found on the packaging to instantly find out if they have won.

Supporting the limited edition packs in store will be an extensive multi-channel campaign across PR, digital, TV and cinema, promoting Heineken® and Heineken® 0.0, and focusing on the premise that Daniel Craig will always be James Bond in the eyes of fans around the world.

Nic Casby, Brand Director, comments: “The launch of No Time To Die this year presents an enormous opportunity for us to drive awareness and engage consumers every step of the way, in turn helping to drive retailers’ sales. As a global sponsor of the franchise, Heineken® is naturally best placed to help retailers fulfil this goal and our new limited edition bottles and on-pack promotions are just two ways we are doing this. By creating excitement around the launch of the new film, as well as helping to promote it in store through striking bottle and can designs, we aim to give retailers all the tools they need to have a successful and unique activation in-store.”

The Mainstream Premium Lager category is currently worth a huge £1.6bn to the total off-trade[1]. Heineken® (5%) in particular sits at 17% growth, with a total worth of £124m[2].

[1] Nielsen Sales Value Total Coverage MAT Data to 28.01.20

[2] Nielsen Sales Value Total Coverage MAT Data to 28.01.20

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