Plans for DAD`s US promotional campaign revealed

20-Aug-2002 • Die Another Day

AdWeek have released details on Die Another Day`s promotional campaign in the USA:

MGM`s Die Another Day opens Nov. 22 with the 20th James Bond film getting a minimum of $50 million in U.S. support, strong promotional partners such as Revlon, Finlandia, 7 Up and Heineken, and an expansion of 007 wares.

Revlon spokeswoman and Die Bond girl Halle Berry is part of Revlon`s global promotions, centered around a planned Die tie-in to MTV`s European Music Awards. Revlon`s U.S. TV/print campaign, sweepstakes and counter signage will talk up Revlon`s Bond colors.

Finlandia`s TV, radio, print and outdoor ads begin six weeks before Die`s debut, its campaign centered around the movie`s icy villain. Global/U.S. beer partner Heineken`s plans include an in-store sweepstakes.

While Pepsi is Bond`s international beverage partner, Cadbury`s domestic 7 Up rights have it creating a U.S. "Agent 007Up" promotion. Though no TV support is planned, a $25,000 London spending spree trip contest is supported with on-product/in-store signage and second-tier, Bond gadget pack prizes.