It seems that James Bond may be switching from his favourite vodka martini (shaken, not stirred) to a new non-alcoholic beverage: Coca-Cola Zero.
Coca-Cola Great Britain has clinched a marketing deal with Sony Entertainment to link Coca-Cola Zero with the suave superspy’s latest cinematic adventure, ‘Quantum of Solace’, due to be released in the UK on 31 October.
The company is producing a special limited edition package of the drink, rechristened ‘Coca-Cola Zero Zero 7’ in reference to Bond’s famous 007 codename.
The British deal is part of a broader global partnership with Sony, and is Coca-Cola Zero’s first major international marketing collaboration since the brand was launched in 2006.
‘Quantum of Solace’, the 22nd Bond film, stars Daniel Craig in his second outing as 007. The film has been produced by Michael G. Wilson and Barbara Broccoli, and directed by Marc Forster.
Bobby Brittain, Brand Director of Coca-Cola Great Britain, said: “We are delighted to be involved in this exciting project.
“The new, edgier Bond persona is the ultimate embodiment of the Coke Zero brand personality, and is expected to deepen the brand’s engagement with its core target audience of 20-something men.”
The launch of Coca-Cola Zero – unofficially dubbed ‘Bloke Coke’ – was the company’s biggest brand launch since the arrival of Diet Coke almost 25 years ago.
Coca-Cola Zero will be supporting the release of ‘Quantum of Solace’ with a through-the-line advertising campaign alongside promotional and on-pack marketing initiatives across a number of global markets.
© FoodBev Media Ltd 2019