Coke Zero targets 007 fans

Not quite, but in Coca-Cola Zero’s first major promotional partnership since the product’s launch in 2005, the Atlanta-based Coca-Cola Co. has teamed the brand with the upcoming James Bond movie “Quantum of Solace,” set to premiere in Budapest on Nov. 13.

 The Bond campaign is designed to
reinforce the drink’s masculine positioning.

“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 Derk Hendriksen, global brand director for Coca-Cola
Zero.

“Quantum of Solace” is the 22nd
installment of the popular Bond series and will mark the first time
Coca-Cola has been linked to Ian Fleming’s secret agent.

The multimillion-dollar marketing
campaign will roll out across 35 markets worldwide, including the
United States, and will rely heavily on television and cinema ads, as
well as print and outdoor advertising.