007 Coke for new James Bond film

03/09/2008

Coca-Cola is to rebrand its Coca-Cola Zero product as "Zero Zero 7" as part of a multi-million pound marketing campaign which includes a sponsorship deal for the new James Bond movie, 'Quantum of Solace'.

The James Bond film is due to be released in UK cinemas next month, and the limited edition Zero Zero 7 bottles will roll out in UK department store Harrods to co-incide with the launch.

The James Bond deal represents the first major collaboration for Coca-Cola Zero on an international stage since it was launched in 2006.

Coke Zero will be supporting the release of the James Bond film with a number of promotional and on-pack marketing initiatives across a number of global markets.

Bobby Brittain, brand director at Coca-Cola Great Britain, said: "We're delighted to be involved in this exciting project. The new edgier Bond persona is the ultimate embodiment of the Coke Zero brand personality, and is expected to deepen the brand's engagement with its core target audience of 20 something men."

Coke Zero is nicknamed "Bloke Coke", as it seems to appeal to a male demographic. The brand launched a major marketing campaign in April which used the strapline 'A Taste Of Life As It Should Be.'

Coke Zero also works with Manchester United footballer Wayne Rooney on the 'Street Striker' competition to find the nation's best street footballers, which features on Sky One.