Global Partnership Confirmed with
Coca-Cola Zero and QUANTUM
OF SOLACE
The Coca-Cola Company today announced that it has teamed its Coca-Cola
Zero brand with the highly anticipated James Bond adventure QUANTUM OF
SOLACE, which will be released worldwide November, 2008.
This is the first major promotional partnership for Coca-Cola Zero on an
international stage since its successful launch in 2005. The partnership
reinforces Coca-Cola Zero’s masculine
positioning, associating the brand with the much anticipated QUANTUM OF
SOLACE.
Derk Hendriksen, global brand director for Coca-Cola Zero, said: “QUANTUM
OF SOLACE is without a doubt one of this year’s
most anticipated film releases, and we are very excited to be a part of
it. Coke Zero and Bond share an edgy persona and a global fan base,
making this the perfect partnership.”
Coca-Cola Zero will roll out a fully integrated marketing campaign
across 35+ markets to support the partnership including television,
cinema, print and outdoor advertising as well as on-pack, retail and
theatre activation.
The brand’s global advertising agency Wieden +
Kennedy, Amsterdam is also creating a high-impact TV/Cinema spot to
support the partnership. The spot begins with a nod to the familiar gun
barrel sequence that traditionally opens every James Bond film, with
Bond as a silhouette walking through a barren landscape. As Bond
approaches a mysterious woman in order to retrieve the bottle of
Coca-Cola Zero she holds in her hand, the earth cracks beneath their
feet and the bottle is tossed into the air. The bottle and silhouettes,
evocative of the famous Bond girls, swirl across the screen with images
of bubbles and the bottle lands back in the women’s
hand as she races off in a sports car.
A chase ensues and the sports cars crisscross the landscape forming the
familiar contour Coca-Cola bottle shape. Bond next overpowers several
villains in an attempt to reach the girl and achieve his goal of
recovering the Coke Zero bottle.
“By incorporating the traditional visual
elements of a Bond film -- the trademark silhouettes, the sophisticated
Bond girls and the high-energy action -- we are able to engage with our
core target audience in a way that resonates with them,”
said Hendriksen.
The commercial also features an instrumental score from the film
composed by Jack White, best known as part of the musical duo “The
White Stripes.”
Coca-Cola North America will activate the campaign across major U.S.
cinema chains, where Coke Zero is now widely available at concession
stands. The Coke Zero and QUANTUM OF SOLACE program will showcase the
new cinema ad on thousands of screens nationwide and include promotions
on cups, popcorn bags, point of sale materials and other in-theater
elements. The campaign will also feature a Facebook tie-in and a
text-messaging promotion which will offer consumers the chance to win
exciting Bond-themed prizes. An extensive retail program will be
activated across the West region of the U.S. as well.
Daniel Craig reprises his role as Ian Fleming’s
James Bond 007 in QUANTUM OF SOLACE, the Metro-Goldwyn-Mayer
Pictures/Columbia Pictures release of EON Productions' 22nd adventure in
the longest-running film franchise in motion picture history. The film
is produced by Michael G. Wilson and Barbara Broccoli and directed by
Marc Forster. The screenplay was written by Paul Haggis and Neal Purvis
& Robert Wade.
About The Coca-Cola Company
The Coca-Cola Company is the world’s largest
beverage company, refreshing consumers with more than 450 sparkling and
still brands. Along with Coca-Cola, recognized as the world’s
most valuable brand, the Company’s portfolio
includes 12 other billion-dollar brands, including Diet Coke, Fanta,
Sprite, Coca-Cola Zero, vitaminwater, Powerade, Minute Maid and Georgia
Coffee. Globally, we are the No. 1 provider of sparkling beverages,
juices and juice drinks and ready-to-drink teas and coffees. Through the
world’s largest beverage distribution system,
consumers in more than 200 countries enjoy the Company’s
beverages at a rate of 1.5 billion servings a day. With an enduring
commitment to building sustainable communities, our Company is focused
on initiatives that protect the environment, conserve resources and
enhance the economic development of the communities where we operate.
For more information about our Company, please visit our Web site at www.thecoca-colacompany.com.
About EON Productions
EON Productions/Danjaq, LLC, is owned by the Broccoli family and has
produced twenty two James Bond films since 1962, including QUANTUM OF
SOLACE. The James Bond films, produced by Michael G. Wilson and Barbara
Broccoli, make up the longest running franchise in film history and
include the recent blockbuster films GoldenEye, Tomorrow Never Dies, The
World is Not Enough, Die Another Day and Casino Royale. EON Productions
and Danjaq LLC, are affiliate companies and control all worldwide
merchandising of the James Bond franchise.
About Columbia Pictures
Columbia Pictures, part of the Columbia TriStar Motion Picture Group, is
a Sony Pictures Entertainment company. Sony Pictures Entertainment (SPE)
is a subsidiary of Sony Corporation of America (SCA), a subsidiary of
Tokyo-based Sony Corporation. SPE’s global
operations encompass motion picture production and distribution;
television production and distribution; digital content creation and
distribution; worldwide channel investments; home entertainment
acquisition and distribution; operation of studio facilities;
development of new entertainment products, services and technologies;
and distribution of filmed entertainment in 67 countries. Sony Pictures
Entertainment can be found on the World Wide Web at http://www.sonypictures.com.
About Metro-Goldwyn-Mayer Inc.
Metro-Goldwyn-Mayer Inc. is an independent, privately-held motion
picture, television, home video, and theatrical production and
distribution company. The company owns the world’s
largest library of modern films, comprising approximately 4,000 titles,
and over 10,400 episodes of television programming. Its film library has
received 208 Academy Awards(R), one of the largest award-winning
collections in the world, and includes numerous successful film
franchises, including James Bond, Pink Panther and Rocky. MGM is owned
by an investor consortium comprised of Sony Corporation of America,
Providence Equity Partners, Texas Pacific Group, Comcast Corporation and
DLJ Merchant Banking Partners. For more information, visit www.mgm.com.
Coca-Cola North America
Susan Stribling, 404-676-4120
sstribling@na.ko.com
