Heineken has announced that it will be hosting Bond actress, Bérénice Marlohe, at the official SA premiere of Skyfall in late November in Joburg, as part of its James Bond-linked campaign, which launched this week.
Skyfall has broken world records by becoming the fastest film ever to reach GBP50 million at the UK box office, since its launch 10 days ago.
French actress Bérénice Marlohe plays the part of the latest glamourous Bond character, Severine, in the latest Bond movie and is also the face of Heineken's Crack the Case campaign. It is the first time in the 50-year James Bond history that a Bond actress has visited South Africa for a South African James Bond premiere.
The perfect complement
Heineken's marketing manager, Tjeerd Veldhuis, believes that the worldly glamour of the quintessential Bond actress is the perfect complement to its campaign. "We are hugely excited about the inclusion of Bérénice Marlohe in our campaign and at the official SA Skyfall premiere. The premiere wouldn't be complete without representation from one of the film's stars and Heineken, as a key sponsor, owes it to South African Bond fans to make that happen and is delighted to bring Bérénice out to SA," he said.
The Heineken Crack the Case campaign forms part of a wider global Heineken campaign linked to the James Bond franchise. In addition to Heineken product placement in Skyfall, the campaign has also seen the launch of Heineken's latest TV advertisement, which stars Bérénice Marlohe and James Bond, Daniel Craig himself. The ad, called The Express, already reached the 10 million views milestone.
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