The stage is set. Miss Monneypenny just had her hair done and is practicing batting her eyes. Evil international genius masterminds bent on world domination everywhere are running for the hills. Martini glasses are being chilled, and Smirnoff Vodka is being stocked. Make no mistake, James Bond is back.
After a four-year hiatus, probably spent entertaining young women on the beaches of Monaco, Mr. Bond will return to the screen in the upcoming EON Productions and Sony Pictures Entertainment production of Casino Royale, set to release November 17, 2006. The return of Bond will also mark the return of another icon -- Smirnoff Vodka, the number one-selling premium distilled spirit in the world, as James Bond's vodka of choice.
The renewed alliance between Smirnoff and Bond will involve a fully integrated multi-million dollar media campaign, which will be activated in the U.S. and around the globe. The campaign will include: a broadcast advertising campaign; on- and off-premise promotions and sweepstakes; a global public relations campaign; and a fully interactive Casino Royale microsite.
"The James Bond and Smirnoff brands have gone hand in hand for more than 40 years, and throughout our rich history together, we have both remained true to our roots -- clearly original," said James Thompson, President, Smirnoff Global Marketing. "Today, Bond is as much a part of Smirnoff's history as Smirnoff is of Bond's -- and we're delighted to be part of this latest chapter," Thompson added.
The close partnership between Smirnoff Vodka and Bond began in 1962's Dr. No, when the villain hands Sean Connery a "Martini, shaken not stirred" made with Smirnoff Vodka. This monumental moment in film literally changed the way martini drinkers made their cocktails, shifting from the traditional gin to a vodka-based drink and popularizing the vodka martini the world over.