MARKETING MIX: Never say never to a tie-in ad

’Your drink Mr Bond. A can of John Smith’s - not shaken or stirred,

I believe?’

With every new James Bond movie that comes out, it appears there are

ever more unlikely commercial bedfellows. Now Scottish Courage’s John

Smith’s brand has signed up as the ’Official Beer’ of the latest 007

flick, The World is not Enough, released in the UK on November 26.

The brewer has launched a spoof ad featuring the brand’s No Nonsense Man

as an unwilling secret agent whose only real motivation is to track down

and enjoy a pint of the ale. The link-up will be extended to in-bar and

on-pack promotions, with Bond-themed prizes.

’The world’s smoothest agent and his new film are an obvious fit for

Britain’s smoothest ale,’ says Stuart Catchpole, Scottish Courage brands

director of ales.

The ’obvious fit’ will not, however, extend as far as Bond actor Pierce

Brosnan cracking open a can on-screen. Too commercial? Absolutely

not.

For Bond has been persuaded to give up his traditional vodka martini in

favour of Diageo’s Tanqueray Gin. It is not known how much Diageo paid

for the deal, but another of the drinks giant’s brands, Vodka Mule, will

also make a cameo appearance.

Other brands to take supporting roles in the film include BMW, with its

pounds 80,000 Z8 sports car, the Omega Seamaster Professional Diver

watch and, bizarrely, the Fujitsu computer printer.

’Do you expect me to talk?’ ’No, Mr Bond, I expect you to print.’

This article was first published on Marketing