James Bond: The Man with the Golden Brand
With James Bond movie Skyfall opening in Australia in a fortnight’s time, Colin Delaney celebrates the brand marketing bonanza that accompanies the franchise.
‘Dangerously sophisticated’ may not be the most obvious way to describe a man’s fragrance, but when attached to the brand that is James Bond, it’s somehow acceptable.
Riding James Bond’s Tom Ford-designed coat tails into Skyfall, are numerous products cashing in on the most famous secret agent’s personal statement through product placement, brand alignment and some hefty PR. Here’s the top ten:
Arguably the biggest contradiction in Bond’s tastes is Heineken’s buy in. Rumoured to be a £30-45m deal, a fifth of the film’s budget, the Dutch beer company has usurped Bond’s Martini with a global campaign.
Remember Vesper Lynd’s sighting of the Omega in Casino Royal? It was blatant but forgivable after the Bond Girl and James’ tight psycho-analytical back-and-forth on the train. Well Omega returns – the Seamaster Planet Ocean is back on board.
You have missed Bollinger, which has long been a friend of the Danjaq and Bond. This relationship, starting in 1973, is claimed to be the longest in film history.
And I can assure you they pay far less than $30-45m…
Most of them are wasting their time. The only ones people remember are Aston Martin and Walther. And martinis, but that’s not a brand.