Effort: Smirnoff vodka tie-in to "Tomorrow Never Dies," the latest James Bond film, opening Dec. 19.
Twist: Grand Met is playing off a longtime link between the Russian vodka and 007-Smirnoff has appeared in Bond movies since 1962's "Dr. No"-for a $7 million holiday promotion, its largest ever.
Vital statistics: Along with point-of-purchase support, GrandMet is running print and outdoor ads featuring lemon rinds spelling out "007" in a martini. GrandMet also is hosting theme parties in different cities plus a sweepstakes. The grand prize: a European vacation.
Kate Fitzgerald edits Events & Promotions. Reach her by fax at (312) 649-5331 or