Heineken has been a partner of the James Bond film franchise since Tomorrow Never Dies (1997), but James Bond himself only drinks the Dutch beer in the latest films SkyFall (2012) and SPECTRE (2015).

Heineken paid $45 million for Mr Bond to exchange his usual martini, shaken, not stirred, for a Heineken in the 2012 movie 'Skyfall', all in the name of product placement.

Heineken shelled out an estimated $45m for 7 seconds of screen time in the James Bond film Skyfall (2012). BMW plunked down ~$110m to supply cars for GoldenEye (1995), Tomorrow Never Dies (1997), and The World is Not Enough (1999) before Aston Martin outbid them with a ~$140m offer for Die Another Day (2002).

EverGreen is a bold strategy to deliver superior and balanced growth and the next evolution of our HEINEKEN business. As a 157-year-old company, we think in generations and deliver long term, sustainable value creation. Our EverGreen strategy has been built from four foundational areas, which we call the Green Diamond.

It is, however, the movie franchise that has used product placement profusely. Probably the most famous example, recognized throughout the world, is Bond's often-used vehicle, the Aston Martin. Many a person bought this car just because Bond drove it in the movies.

Daniel Craig's Daniel Craig's salary for portraying James Bond in Spectre (USA/UK, 2015) is estimated to have totalled around $39 million (£25.4 million), making him by far the highest-paid actor to have appeared in the Bond series to date, even allowing for inflation.

Our purpose We Brew the Joy of True Togetherness to inspire a better world. and are unforgettable. They help make the world a little better… One day, one beer, one cheers at a time!

We brew the highest quality beers, build globally loved brands and strive to do both of these things as sustainably as possible. Our values are what we stand for. Passion for consumers and customers, Courage to dream and pioneer, Care for people and the planet and Enjoyment of life.

Product placement is a marketing technique in which a product or service is showcased in some form of media, such as television shows, movies, music videos, social media platforms, or even ads for other products. Advertising professionals sometimes call this an embedded marketing strategy.

10 Iconic product placement examples in films 29/03/2022

• Wayne's World- Pizza Hut, Doritos, Pepsi, Reebok and many others.
• James Bond- Aston Martin.
• Iron Man – Audi.
• Toy Story- Etch-a-Sketch.
• CastAway- FedEx & Wilson.
• Forrest Gump- Nike.
• Spider-Man- Doritos.
• E.T. – Reese's Pieces.

The findings reveal that Sean Connery was the favorite among survey respondents, with 61 percent stating that they had a very favorable impression of the actor's interpretation of James Bond. A total of 51 percent said the same about Pierce Brosnan.

five installments Daniel Wroughton Craig CMG (born 2 March 1968) is an English-American actor. He gained international fame by playing the fictional secret agent James Bond for five installments in the film series, from Casino Royale (2006) up to No Time to Die (2021).