007 stirs the marketing mix

The new James Bond film, Die Another Day, represents a record increase in the booming business of product placement in feature films.

Risking allegations that Bond films are becoming little more than extended product ads, film makers have accepted a reported £40m-£45m to allow specific products on to the big screen in return for reducing production costs.

Whether it is cars, vodka, watches, cashmere sweaters or mineral water, the rationale among manufacturers is the same - if it is good enough for Britain's favourite secret agent, it should be good enough for his army of aspirational male fans.

For companies seeking to reach a global audience, an international box office smash can be far more effective and efficient than domestically focused ads.

Luxury car manufacturer Aston Martin has reaffirmed its faith in the Bond brand by agreeing a deal that puts 007 back behind the wheel of a V12 Vanquish - rather than the BMWs of his last three features.

"Aston Martin has aspirations to sell 5,000 cars a year worldwide instead of the 1,500 of today, and this will create global awareness," said Tim Watson, director of public affairs at the motor firm.

Commercial agreements mean that Bond has changed his Rolex watch for an Omega Seamaster, altered his vodka brand from Smirnoff to Finlandia and appears standing at a bar covered by the distinctive blue bottles of Welsh water firm Ty Nant.

"We have to be more lateral in our thinking because we can't afford the global campaigns the big boys like Nestlé or Danone come up with," said Nick Taylor, a director of Ty Nant. Appearances have also been guaranteed for Ford's Jaguar XK8 marque and British Airways, while publicity from television shows featuring the film is plentiful. Revlon, BA, Sony and Vodafone are also running promotional campaigns featuring Bond.

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