Bond promotion for Heineken gadget

Heineken is running an off-trade exclusive promotion to support its partnership with the new James Bond film Quantum of Solace.

The text-to-win promotion will promote the Dutch lager brand’s Draught Keg pack type.

Heineken will give away a DVD of the previous Bond film Casino Royale every hour for 60 days, and offering a competition prize of a weekend in Monte Carlo.

The promotion is backed by as Bond-themed radio promotion, plus print and outdoor advertising.

Olga Rubanovskaya, Heineken brand manager at Scottish & Newcastle UK, said: “This promotional activity will provide retailers with an opportunity to benefit from the huge consumer excitement around the launch of Quantum of Solace.

“We know that the Draught Keg product appeals to gadget-lovers, which is something that really fits in with Bond.”