Coke Zero teams up with Bond flick

Coca-Cola has teamed up with Sony Entertainment and the hotly anticipated 22th instalment of James Bond, Quantum of Solace, to promote its Coke Zero brand and has rebranded as Zero Zero 7.

The multi-million pound deal is part of a broader global partnership and is the first major collaboration for the Coca-Cola Zero brand on an international stage since its launch in 2006.

Quantum of Solace stars Daniel Craig in his second outing as 007 and will be released first in the UK on 31 October 2008. In the new film, Bond battles Dominic Greene (Mathieu Amalric), a member of the Quantum organisation posing as an environmentalist, who intends to stage a coup d'état in Bolivia to take control of its water supply.

Coke Zero will be supporting the film release with a through-the-line advertising campaign alongside promotional and on-pack marketing initiatives across a number of global markets.

The launch of the Zero brand was the Coca-Cola company's biggest brand launch since the arrival of 'diet Coke' twenty five years ago.

Bobby Brittain, Brand Director, 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."

Other brands that have singed up with the newest James Bond flick include Ford, Omega, Heineken, Virgin Atlantic, Bollinger and Turnbull & Asser.

Last month Coca-Cola launched a major integrated campaign to mark its 80th anniversary as sponsor of the Olympic Games.

The drinks giant celebrated its anniversary by launching a limited edition Olympic Games glass bottle to commemorate the 2012 handover to London. The bottles, include an image created by photographer Rankin to kick-off the countdown to London 2012.