Heineken in James Bond, with Daniel Craig


One of the film franchises with a long history of product placement is James Bond. In a recent twist of the story our hero changes his favorite Vodka-Martini drink for a Heineken. Presumably, not shaken or stirred.




Brands have starred in Hollywood movies since the silent era, but it was the producers of the James Brand, er, Bond films who associated them directly with their main character.


The books offered good cues, describing 007 as a lover of expensive cars and fond of martinis with vodka. But in the first film of the franchise (Dr. No) the cocktail was replaced with beer for commercial purposes and his Bentley was replaced by an Aston Martin in Goldfinger, with many other films to feature, Sunbeam, Toyota, Lotus and even a Citroen 2CV.


Later, in Skyfall (2012) Mr. Bond is seen drinking Macallan whiskey.





James Bond broke tradition and did the unspeakable. Instead of having his usual Martini “shaken not stirred”, he opted for a Heineken beer. Ian Fleming probably rolled over in his grave. This time it is said to have cost Heineken $45 million dollars. The number of brands embedded has grown from one film to the next. After each new film is released, the super-agent’s car is talked about just as much as the story itself.

Either way, the sponsorship probably saved Skyfall, which had problems with the budget and the studio.





In GoldenEye BMW not only gave the production access to some of their most expensive sports cars (one of which was destroyed during filming), but they also paid heavily for the pleasure. While it is not known exactly how much BMW paid, having their Z3 featured made BMW $240 million.

So whatever they paid, their product placement will certainly have recouped the investment. And with Heineken having paid a far greater $45 million for their product placement with demonstrable results, it is clear that getting your product into a blockbuster film, is more than worth the money.



A branding field-day where 007 sports an Omega watch, drives an Aston Martin, makes calls on a Philips mobile, flies with British Airways while carrying Samsonite luggage, reading High Life and listening to a Sony stereo. He drinks Finlandia vodka, Bollinger and 7 Up while Halle Berry wears Revlon makeup. Twenty companies signed deals worth up to £30 million. 







Apple (Beats) - Transformers (Age of Extinction)

Aston Martin - James Bond

AT&T - Back to the Future

BMW - James Bond (Skyfall)

Budweiser - Star Trek (Into Darkness), That's My Boy, Top Gun

Burger King - Iron Man

Cadillac - Once Upon a Time in Hollywood

Chevrolet - Captain Marvel

Coca Cola - Superman, Just Like Heaven, Blade Runner, Jurassic World

Converse (All Stars) - I Robot

Dell -

Doritos - Wayne's World

Dr Pepper - Forrest Gump

Etch A Sketch - Toy Story

Fedex - Castaway

Ford Fusion - James Bond & New Girl

Ford Mustang - Bullitt

Gargoyles - The Terminator

General Motors - Transformers

Geostorm - Mercedes

Google - The Internship

Harley Davidson - Terminator 2

Hasbro - Battleship

Heineken - James Bond (Skyfall), Austin Powers

Hershey (Reece's Pieces) - ET

Hyundai - Knives Out

IHOP (International House of Pancakes) - Superman (Man of Steel)

IKEA - Fight Club

Jack Daniels - Basic Instinct

Jaguar - The Italian Job, James Bond, Austin Powers

Jeep (Fiat Chrysler) - Hard Target, Bourne Identity

Kawasaki - Top Gun

Krispy Kreme - Power Rangers

Lamborghini - The Italian Job

Land Rover -

Lego - The Movie

Lotus - James Bond

MacDonalds - Mac and Me, Kingsman

Manalo Blahnik - Sex & The City

Mattel (Barbie Doll) - Toy Story

Mercedes - Jurassic World

Mini Cooper - The Italian Job

Nike - Back to the future, White House Down, The Terminator

Nintendo - K9, Sweetheart, Captain Marvel, Back to the Future

Nokia - The Matrix

Old Forester - Kingsman (The Golden Circle)

Panasonic - Joker

Pepsi Cola - Back to the Future

Pizza Hut - Teenage Mutant Ninja Turtles, Wayne's World, Back to the Future

Playstation - Fast & Furious, Runaway Jury

Prada - The Devil Wears Prada


Ray-Bans - Top Gun, Risky Business

Reebok - Jerry Maguire

Royal Caribbean International (Allure of the Seas) - Jack and Jill

Samsung - Jurassic World

Sony - Jumanji (Welcome to the Jungle, The Next Level)

Starbucks - Austin Powers

Toshiba -

Toyota - Back to the Future

Twinkies - Zombieland

US Navy - Top Gun

Verizon - Jurassic World

Wilson - Castaway

Xbox - Hair Care Products, Real Steel

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