The Bond Effect and the Return of the Vodka Martini
“Shaken, not stirred” – Bond, Goldfinger, 1964
One of the most iconic sentences in entertainment, created an aspiration, lifestyle, legacy and brand, all within just three words.
James Bond has been synonymous with luxury, style and prestige for decades and is one of the most admired fictional characters to date. Brands line up to join the franchise and to even have the slightest association with the world’s smoothest MI6 agent.
So, how powerful is this man of mystery when it comes to marketing for brands? Is he the right voice?
In 2012, ‘Skyfall’ introduced a Bond who for the first time in the film’s history, swapped his infamous martini for a Heineken. The beer company was happy, but the Bond-enthusiasts were not. They demanded for the return of the martini and insisted that it was his real, drink of choice.
Bond needed a vodka for the upcoming release of ‘Spectre’. No vodka company had been associated with the films for years. Ready to shake, who would pour and reintroduce Bond to his martini?
Belvedere Vodka, a globally recognised brand, needed a marketing push and to re-brand itself. Although largely associated with nightlife, its customers tended to be more mature drinkers. It had yet to associate itself with popular culture and needed a youthful facelift. They wanted to be in the hands of Bond wannabes; young, successful and with a sophisticated pallet.
Bond was the man for the mission. Men of all ages, admire and aspire to be him. Bond captures a lifelong admiration from all men. Bond could capture and hold the attention of the younger market, transforming potential customers into permanent.
Both Bond and Belvedere needed each other. He needed to be ‘back on the martini’, while Belvedere needed his seal of approval. Belvedere became the official vodka of ‘Spectre’. With an aggressive marketing strategy in place, the martini was put back on the menu. The fans were thirsty, they just needed to know what to order.
The goal was to raise the brand’s global awareness while promoting the vodka’s quality ingredients. The fit was natural, but the partnership did not want to feel forced. Bond’s ‘choice’ was Belvedere, and it needed to be the public’s too.
In the brand’s “biggest” marketing push to date, Belvedere tapped into components of Bond’s life that young men typically gravitate towards. It all kicked off with a Belvedere-sponsored exhibition featuring all of Bond’s cars. TV, cinema and digital ads were created only featuring ‘Bond girls’. The ‘MI6’ bottle, was created, which had the MI6 building engraved on the front. The 007 Silver Sabre with LED lights, was distributed to leading nightclubs. Product-focused ads featuring ‘Excellent choice, Mr. Bond’, provided a clear message for consumers.
Known as a taste maker, Bond dictates how a man should live. He persuades audiences on what is the right car, watch, suit and more. So, is Bond licensed to sell? Fans were relieved to see him back on his infamous drink. The shift to Belvedere felt more upscale but more in line with his pre-beer image. Belvedere connected with a younger demographic through a global icon. As a connoisseur of drinks, Bond was the right voice for the brand.
Globally, bartenders will now hear “Belvedere martini, shaken, not stirred”.