Heineken returns as global Bond partner

8/14/2008, 11:01 AM (Source: GlobeNewswire)

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Amsterdam, 14 August 2008 - Heineken International today announced
that it will launch a worldwide promotional campaign for the 22nd
James Bond film, "Quantum of Solace," a Metro-Goldwyn-Mayer
Pictures'/Columbia Pictures' release of EON Productions. The film,
which will be released in movie theatres worldwide in November 2008,
is Heineken's 5th consecutive global partnership with one of the most
successful and longest running movie franchises in history.

Stefan Orlowski, Group Commerce Director, Heineken N.V., said of the
partnership: "Our long association with James Bond has helped enhance
the profile of the Heineken brand across the world. The partnership
supports our commitment to extend the brand's leadership position
within the international premium beer segment. Our global campaign
offers a great opportunity to drive sales growth and to help build
the value of Heineken's brand equity."

The new marketing campaign provides the opportunity for consumers to
experience the premium, stylish and international world of James
Bond. The campaign features leading lady Olga Kurylenko and was shot
using actual film sets and scenes from the film. It includes TV and
print advertising and on- and off-premise promotions, interactive and
digital activities, radio promotions, consumer competitions and
tie-ins with local premiere events. The campaign will be launched
globally across an estimated 40 countries in October in conjunction
with the worldwide release of the film.

Olga Kurylenko, who plays the role of Camille in the upcoming film,
commented: "I am delighted to support Heineken's global "Quantum of
Solace" marketing campaign. Heineken has done a great job in making
James Bond, Camille and the world of Bond connect with their iconic
international brand."

Melinda Eskell, Manager Heineken Brand Communication said: "We worked
in close partnership with Eon and Columbia Pictures to ensure the
global campaign remained authentic to the film and the James Bond
franchise. The involvement of Olga Kurylenko combined with the use of
other authentic Bond assets provides Heineken the unique opportunity
to allow our consumers worldwide to experience the world of Bond."

In "Quantum of Solace," Daniel Craig reprises his role as Ian
Fleming's James Bond 007.The film is directed by Marc Forster, the
screenplay is by Neal Purvis & Robert Wade and Paul Haggis and
Michael G. Wilson and Barbara Broccoli produce.

Editorial information:
The Heineken brand is sold in almost every country in the world.
Additional information is available on http://www.heineken.com and
http://www.heinekeninternational.com.

Press enquiries
Véronique Schyns
Tel: +31 (0)20 5239 355
veronique.schyns@heineken.com

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