Business

Bond infiltrates the Observer

BY SHAMILLE SCOTT Business reporter

Friday, October 05, 2012    

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007 faced one of his toughest missions yet when the world's favourite spy 007 was assigned to deliver a case containing Heineken beer to the Jamaica Observer yesterday.

Mind-twisting clues delivered by a pair of attractive Bond Girls helped Observer Managing Director Danville Walker enter the codes needed to crack the case.

The premium beer brand brought its latest television and digital campaign - launched last month - to Beechwood Avenue in anticipation of the release of the 23rd James Bond movie, Skyfall.

The 'Crack the Case' Internet campaign takes viewers into a train moving through snow-covered mountains, giving them a chance to meet secret agents. The challenge encourages a "voyage of participation and discovery".

James Bond, played in the film by Daniel Craig, is featured in a Heineken advertisement for the first time.

"The creativity and progressiveness of the Heineken brand, combined with the legendary James Bond franchise, will provide viewers with high entertainment values," said Alexis Nasard, chief executive officer of Heineken.

Bond is the not only a hero, but the ultimate man of the world. He represents the values of the beer — confident and, resourceful and ready for new experiences, Nasard said.

The virtual experience will be brought to audiences worldwide this month where several markets will host Heineken experiences. The public is invited to test their nerves, win prizes and share in the excitement of the global release of Skyfall next month.

Heineken Jamaica will celebrate Global James Bond Day today at the Macau Gaming Lounge and Bar.

Ian Fleming wrote the renowned Bond series while on the island and Jamaicans are encourages to mark the event by wearing their James Bond inspired bow ties.

Global James Bond Day is commemorating 50 years and Jamaica is also celebrating 50 years of Independence making it a perfect combination to celebrate the global franchise, said Nasha-Monique Douglas, Heineken brand manager.

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