November 8, 2012
Over the past 50 years, seven actors have played James Bond in 23 movies, grossing more than $13 billion dollars.
The world’s favorite secret agent has visited more than 50 countries, and his global appeal has been used to market many consumer products across the years, from champagne to cars to watches and more.
What makes James Bond so appealing to marketers?
James Bond has been the face of everything from luxury brands like Aston Martin to everyday consumer products like Coke Zero and Heineken. Check out half a century of James Bond marketing below.
1962-1967 (and 1971)
Sean Connery is my favorite James Bond. Hands down. It seems only fitting that the classic Bond would be the face of Jim Beam.
George Lazenby was James Bond and therefore part of the franchise. However, his haphazard performance led to very little advertising opportunities.
The longest serving James Bond actor is Roger Moore. He starred in seven films and spent 12 years as 007. Moore found success moving the character away from Connery’s Bond and lent his charm and distinct taste to brands like Spectravideo (1980’s computer-thing), Rolex and Bollinger.
Timothy Dalton’s Bond stint was short lived. The actor starred in two movies and Dalton’s Bond differed from his predecessors’… movies and marketing alike.
A rather thorough sweep on Google was disappointing. It appears Dalton was featured on various collector’s items and posters but didn’t receive many endorsement perks.
Pierce Brosnan’s time as James Bond marked a shift from traditional ads to expanded marketing, including video games. GoldenEye 007 sold approximately eight million copies worldwide and was one of the best selling Nintendo 64 games.
The actor also lended Bond’s suave persona to BMW, Omega and Jose Cuervo, helping the brands reach a key audience – men who aspire to have the same classic, distinct taste in “toys” as James Bond.
Today, Daniel Craig has brought Bond to a new place with marketers and expanded opportunities for brands to reach consumers. Increased marketing surrounding the franchise has shaken up James’ drink order by including Heineken as one of his preferred beverages, made Bond (or Bond girls) marketable for women’s products and increased integrated campaign and partnership opportunities. Bond also is being used to promote tourism in Great Britain! True to form, Daniel Craig’s Bond represents a 50-year-old franchise transformed by today’s marketing and advertising practices. Not surprisingly, video has a larger role in Bond marketing during Craig’s time as the gentleman agent.