Smirnoff Takes its Place Again in Upcoming Bond Film
Smirnoff will again appear as the vodka of choice for James Bond is his return to the screen this fall in Casino Royale.
The Smirnoff Vodka brand has appeared in 19 of the 20 James Bond films made, opting out in the last film because the brand was undergoing a global relaunch with changes to its logo and iconography, said Patty Constantino, a spokesperson for Diageo, maker of Smirnoff.
But this fall, when the EON Productions and Sony Pictures Entertainment production Casino Royale hits theaters Nov. 17 (the 21st Bond movie), Smirnoff Vodka will be Bond’s vodka of choice. The marketing partnership involves a fully integrated multi-million dollar campaign to be activated in the U.S. and around the world. The campaign will include TV spots, on- and off-premise promotions, a Cash in Your Chips sweepstakes, p.r. and a Casino Royale microsite set to debut in September.
Under the deal, no cash changed hands, however, Smirnoff will promote Casino Royale as part of its appearance in the film.
Smirnoff Vodka was first seen in the 1962 James Bond film Dr. No, when the villain handed Sean Connery a Martini “shaken not stirred” poured with Smirnoff Vodka. The scene sparked a shift from the traditional gin martini to those made with vodka, Costantino said.
“The James Bond and Smirnoff brands have gone hand in hand for more than 40 years…”, said James Thompson, president, Smirnoff global marketing, in a statement. “Today, Bond is as much a part of Smirnoff’s history as Smirnoff is of Bond’s—and we’re delighted to be part of this latest chapter.”
Casino Royale is based on Ian Fleming’s novel of the same name. The film introduces James Bond before he holds his license to kill. But Bond is no less dangerous, and with two professional assassinations in quick succession, he is elevated to “00” status. Bond’s first 007 mission takes him to Madagascar, where he is to spy on a terrorist, Mollaka. Not everything goes as planned and Bond decides to investigate, independently of M16, in order to track down the rest of the terrorist cell.
