Heineken® and James Bond sign global SKYFALL partnership

2/8/2012, 10:01 AM (Source: GlobeNewswire)
Amsterdam, February 8, 2012 - HEINEKEN today announced that it has extended its
15 year partnership with the James Bond franchise. It will introduce an
unprecedented and innovative global marketing campaign to support the launch of
the new film SKYFALL. This is the 23rd film in the James Bond series, and the
6th consecutive James Bond film that the Heineken® brand has been involved with.

Heineken® brand's global SKYFALL marketing programme will include a wide range
of promotion and activation rights in and around the film, including for the
first time the participation of James Bond actor Daniel Craig in the brand's
worldwide campaign. It will also leverage its global relationships with facebook
and Google to ignite digital conversations about SKYFALL amongst its adult

2012 marks the 50th anniversary of the Bond franchise which is generating
enormous levels of consumer interest in SKYFALL. It is one of the most
anticipated and talked about films this year, providing Heineken® the
opportunity to engage with consumers in a number of different and compelling
ways. The campaign will be accessible in more than 170 countries around the
world where Heineken® can be enjoyed.

Alexis Nasard, Chief Commercial Officer of HEINEKEN said: "When two great brands
like Heineken® and James Bond join together, excitement is guaranteed. We are
proud of our long standing partnership. The trust that we have built has allowed
us to take the partnership to a new level by linking SKYFALL directly with our
award winning global 'Open Your World' campaign. We are confident our activation
plan will ignite the conversation with our consumers and film viewers."

Michael G. Wilson and Barbara Broccoli, the SKYFALL producers added: "The level
of collaboration with Heineken® is unprecedented. We are excited by the global
reach and the creativity that the Heineken® team is able to deliver."

HEINEKEN will launch its marketing campaign to support the Heineken® partnership
with James Bond in September 2012. The brand will focus its efforts on creating
new levels of excitement for the film in on-premise establishments and retail
stores across multiple markets.

Note to editors:
Heineken and James Bond
Heineken has developed a strong and successful relationship with James Bond
spanning global partnerships with 'Tomorrow Never Dies', 'The World is Not
Enough' , 'Die Another Day', 'Casino Royale' and 'Quantum of Solace' .

SKYFALL, from Albert R. Broccoli's Eon Productions, Metro-Goldwyn-Mayer Studios,
and Sony Pictures Entertainment, is directed by Academy Award® winner Sam Mendes
and stars Daniel Craig, who returns for his third film as James Bond 007.

About Heineken®:
The Heineken brand bearing the founder's family name - Heineken - is available
in almost every country around the globe, and it is the world's most valuable
international premium beer brand. Additional information is available
onwww.heineken.com and on www.theHEINEKENcompany.com/presscentre,
www.Facebook.com/Heineken, @Heineken

Press enquiries:
Marnie Kontovraki
Heineken Brand Consumer PR Officer
Tel: + 31 (0) 20 52 39 355

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Source: HEINEKEN International via Thomson Reuters ONE

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