Brewed, Not Stirred: Heineken Plans Major Integration With Bond Flick

Heineken is sold in long-neck bottles everywhere except U.S.

Heineken USA will rely on James Bond to help push its flagship brand this year, while launching campaigns for Newcastle Brown Ale and Amstel Light, and introducing a Mexican brand, Indio, in the states. And in an unusual move, the importer will run subtitled Spanish-language TV ads for Tecate on English-language channels.

The Bond campaign will coincide with the fall release of "Skyfall," the latest installment in the long-running movie franchise. Bond, played by Daniel Craig, will star in a Heineken