There is a running joke among Bond enthusiasts that 007 moonlights as a salesman, selling everything from cars to beer – when he is not meeting out justice to international criminals. With recent reports of current Bond actor Daniel Craig directly getting a piece of the product placement pie, I am afraid this is no longer a joke. They have put Bond up for sale and we are the buyers.
To be fair, the 007 franchise is perhaps the perfect marriage of content and marketing in any form of media ever. You have the perfect influencer; a handsome and eloquent jet-setting gentleman, whose main occupation is to be both mysterious and kickass. Girls want him and guys want to be like him, and thus everything he does transforms from being just an action to being an instruction of mimicry.
From the time Sean Connery took on the role of the suave secret agent in Dr No, the stage was set for ambitious brand integration by the film’s long-standing producers, Eon. Although known for preferring vodka martinis that are “shaken, not stirred”, Bond exhibits his love for both Smirnoff and Red Strike lager in the franchise’s freshman effort.