In this weeks post I would like to bring some attention to a ad I found on MarketingWeek.com. This article is titled, " Heineken Pushes Non-Alcoholic Beer In James Bond Ad." This segment goes on to examine how Heineken has been apart of the James Bond movies for a long time and this year they used there non- alcoholic beer in the commercial. James Bond himself, says to a regular beer, "no thank you I'm working." Heineken is targeting 25-30 year olds who are the target market of the next generation in the drinking legal age limit.

I think that pushing non-alcoholic beverages during a huge James Bond release is risky but really well thought out. They have narrowed down their target market and trying to reach the 15 percent of the tipping point into this generation. By having James Bond approve their message it is encouraging to see brands taking a step in the right direction. Non-alcoholic beverages are not "cool" to most people with out the drunk buzz, but for the small amount of the market who likes the taste of beer but does not want the side affects will enjoy this product a lot. Since James Bond films have been labeled as men orientated and has some level of women abuse, Heineken is trying to change their brand and move in a new direction with safer alternatives. I see this has them trying to get ahead of other brands. Since they have had such a tremendous run with the Bond Films, Heinekens is trying to change the way themselves and movies are seen to the audience. This is great since their core value is to advocate responsible consumption. If I was told that our next ad would be with our partnership with the next Bond film, I would do exactly the same ad. It is simple, to the point, and it is a big wow moment since an alcoholic beverage company is producing non-alcoholic products. Great move marketing team, this one caught my eye.



RESOURCE: https://www.marketingweek.com/heineken-james-bond-sponsorship/