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Coke Zero Gets Double-O Status for James Bond Tie-in

Soft Drink Changes Name to Coincide With 'Quantum of Solace' Premiere

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LONDON (AdAge.com) -- Coca-Cola Great Britain has teamed up with Sony Entertainment to help promote the upcoming James Bond film, "Quantum of Solace," by renaming the Coke Zero brand as Coca-Cola Zero Zero 7.
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Coca-Cola Zero Zero 7 will have specially crafted bottles featuring the 007 logo, a picture of star Daniel Craig and the new film's title.


In addition to the name change, which will last for the duration of the tie-in, Coca-Cola Zero Zero 7 will have specially crafted bottles featuring the 007 logo, a picture of star Daniel Craig and the new film's title. (Bond fans will most certainly note the gun-barrel detailing on the Coke bottle's familiar contour.)

New brand likes the new Bond
Bobby Brittain, brand director, Coca-Cola Great Britain, said in a statement, "We're 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."

Coke Zero will be seen in the film, but traditionalists will be pleased to learn that James Bond will not be drinking it -- Agent 007 is sticking with his martini.

Wieden & Kennedy, Amsterdam, has created a through-the-line advertising campaign for Coca-Cola Zero Zero 7 to run alongside promotional and on-pack marketing. The work will run across a number of global markets for two months. The Wieden campaign will be used in the U.S., too.

In action-packed animated TV and cinema spots, Coke Zero re-visits the classic Bond movie intro sequence, with silhouetted figures cavorting across the screen. James Bond is seen fighting villains and getting in trouble with a mysterious lady who hands him his Coke Zero.

Chip York, Coca-Cola's director of worldwide sports and entertainment marketing, said in a statement, "The tagline for Coke Zero is 'the impossible made possible.' That's what Bond does every day."

A move upmarket
The tie-in marks a move upmarket for the brand in the U.K., where it has been advertised by soccer player Wayne Rooney (a much less glamorous figure than David Beckham) and Cheryl Tweedy, who sings in Girls Aloud, a group formed as part of a reality TV show.

Coke Zero, dubbed "bloke Coke" in the U.K. when it was launched in 2006, is a no-calorie variant targeting men, leaving Diet Coke as a more female-oriented drink. Coca-Cola Co. is pushing Coke Zero as its third global brand behind Coke and Diet Coke.

In the U.K. Coca-Cola Zero's share of cola market was 4.4% as of Aug. 30, according to Nielsen. Its main rival, Pepsi Max, has a 7.5% share. (Diet Coke, by comparison, has 31.1% of the market.)

Coca-Cola Great Britain is just one of many sponsors to have poured around $100 million of marketing money into "Quantum of Solace," the 22nd instalment of the Bond franchise. Other marketers include Heineken, Ford, Sony Ericsson, Sony Electronics, Smirnoff, Omega, Virgin Atlantic and Bollinger.

The movie will have its world premiere in the U.K. on Oct. 31 and will open in the U.S. Nov. 14.
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