Mktg - Zero Zero 7 aims at Bond's male fans

Is James Bond trading his vodka martini for a Coke Zero? Not quite, but in Coca-Cola Zero's first major promotional partnership since the product's launch in 2005, the Atlanta-based Coca-Cola Co has teamed the brand with the upcoming James Bond movie Quantum of Solace, set to premiere in London on October 31.The multimillion-dollar marketing campaign will roll out across 35 markets worldwide, including the US, and will rely heavily on television and cinema ads, as well as print and outdoor advertising. As part of the campaign, Coca-Cola will temporarily re-brand Coke Zero as 'Zero Zero 7.' A new logo will appear on limited-edition bottles sold at the posh Harrods department store for nearly $3 a bottle. The campaign also will feature a Facebook tie-in and a text-messaging promotion that will offer consumers the chance to win Bond-themed prizes. Dubbed 'Bloke Coke' by the British media, Coke Zero has become a highly successful no-calorie soft drink aimed at luring male customers to diet sodas. The Bond campaign is designed to reinforce the drink's masculine positioning. "By incorporating the traditional visual elements of a Bond film, the trademark silhouettes, the sophisticated Bond girls, and the high-energy action, we are able to engage with our core target audience in a way that resonates with them," said Derk Hendriksen, global brand director for Coca-Cola Zero. Quantum of Solace is the 22nd installment of the popular Bond series and will mark the first time Coca-Cola has been linked to Ian Fleming's secret agent. The movie premieres in the US on November 14. The television and cinema spot that will start airing this month begins with a nod to the familiar gun-barrel sequence that traditionally opens every Bond film, with Bond as a silhouette walking through a barren landscape. As Bond approaches a mysterious woman in order to retrieve the bottle of Coke Zero in her hand, the earth cracks beneath their feet and the bottle is tossed into the air. During a chase scene, Bond overpowers an array of villains in an attempt to reach the girl and recover the Coke Zero bottle. Promotional ads also will appear on cups, popcorn bags, and in-theatre posters. Since its launch, demand for Coke Zero has spurred huge sales increases while helping Coca-Cola Co gain traction in a growing market for healthier products, and not only in America. Last year Britain became the first country in the world where sales of the company's sugar-free drinks, Diet Coke and Coke Zero, were higher than those of regular Coke. Globally, Coke Zero's volume has gone from 42.5 million gallons in 2005 to almost 370 million gallons last year. "The growth of this product has been absolutely phenomenal," said Simon Maddrell, head of global and non-alcoholic drinks at the Euromonitor research firm in London. "The company's really tapped into a global desire for healthier drinks." Maddrell said Coke Zero's tie-in with Bond is a sensible one. "Diet Coke is more targeted towards females and Coke Zero towards males," he said. "By tying Coke Zero into James Bond they are much more specifically targeting the male population. "They are making sure the two products are distinctly different so there is no cannibalisation of brands," he said. In Britain, the soft-drink giant has long worked hard to push Coke Zero's male credentials through a string of promotions that included TV spots featuring soccer star Wayne Rooney. And most analysts say the efforts have been successful. "I think the brand name Coke Zero resonates well with men," said Jim Gregory, chief executive officer of CoreBrand, a brand consultancy based in Stamford, Connecticut. With regard to the new Bond campaign, Gregory said, "We know that the James Bond franchise is a great tool for leveraging brands." He added that Coke Zero and Bond might prove to be 'a perfect marriage.' Even so, traditionalists will be happy to hear while Coke Zero will be seen in the new film, Bond will not be shown drinking it. NYT