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James Bond Product Placement: The Definitive Timeline Of Brands In Bond

Posted by Stacy Jones on March 18, 2019 at 9:30 AM

007 Might Be The The King Of Product Placement 

Ever since Sean Connery stepped into Ian Fleming’s world of secret missions and intrigue as 007 agent James Bond in Dr. No (1962), product placement in Bond films has been a mainstay in the franchise. Of course, it didn’t start there. The James Bond novels themselves were bursting at the seams with brands: Gordon’s Gin, Bentley, and Moreland Cigarettes, just to name a few.

One thing is true though - James Bond would not exist as he does today without product placement. In this blog, Hollywood Branded takes a look at James Bond product placement over the years and each product featured in the 25 Bond films.


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Bond And His Brands

Brands and Bond are inseparable - the brands Agent 007 uses define him, they establish his style, his character, his taste. But as the franchise got bigger and better, the brands also helped cover the production and marketing budget. These brands have a symbiotic relationship with the suave spy. Audiences associate Bond with the latest gadgets, the nicest cars, and the most impeccable style. Brands help to achieve this - Bond makes the Aston Martin look oh so desirable, and the Aston Martin makes Bond look classy and rich.

Hollywood Branded James Bond Product Placement

Some brands like Bollinger have been Bond brands for years - every single Bond actor (minus Sean Connery), has sipped Bollinger champagne in the one of the films. Other brands have been displaced by dollars or co-media partnerships as years went by - Rolex was replaced by Seiko, which was then replaced by Omega as Bond’s watch of choice, and Sony was just recently nixed from the franchise over creative issues having to do with Bond using “only the best” after years of partnership with the Bond films.

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A Timeline Of James Bond Product Placement

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Dr. No (1962):

Bond: Sean Connery

Sean Connery was the first, and arguably most iconic, actor to step into the role of Mr. Bond. While product placement in Bond films hadn’t quite exploded yet, there were certainly some blatant brand exposures here in Dr. No.

  • Red Stripe
  • Pan Am
  • Royal Typewriter
  • Smith and Wesson

dr no


From Russia With Love (1963):

Bond: Sean Connery

  • Ever Ready
  • Pan Am

From Russia with Love


Goldfinger (1964):

Bond: Sean Connery

  • Aston Martin
  • Aviation Traders Caviar
  • Bentley Motors
  • Dunlop Sport
  • Harris Equipment
  • Kentucky Fried Chicken
  • Lotus Golf Shoes
  • Ford Mustang
  • Rolex
  • Sunoco
  • Rolls Royce
  • Slazenger
  • Smith and Wesson

Goldfinger


Thunderball (1965)

Bond: Sean Connery

  • Bell Helicopter

Thunderball


You Only Live Twice (1967)

Bond: Sean Connery

  • Burroughs Corporation
  • Hilton
  • McDonnell Douglas
  • Sony
  • Toshiba

You Only Live Twice


On Her Majesty’s Secret Service (1969)

Bond: George Lazenby

  • BP
  • Camel
  • Gillette
  • Playboy
  • Toblerone

On Her Magestys Secret Service


Diamonds Are Forever (1971)

Bond: Sean Connery

  • Hertz
  • Nikon
  • Seaspeed

Diamonds Are Forever


Live And Let Die (1973)

Bond: Roger Moore

This was the first of Roger Moore’s run as 007, but many people remember it mostly for the incredibly catchy song Paul McCartney penned for it.

  • Bollinger
  • Cadillac
  • Pan Am
  • Panasonic
  • Rolex
  • Smith and Wesson

Live And Let Die


The Man With The Golden Gun (1974)

Bond: Roger Moore

  • American Motors Company
  • Moet and Chandon
  • Nikon
  • Pepsi
  • Rolex
  • Rolls Royce
  • Sony
  • Tabasco

ManWithTheGold


The Spy Who Loved Me (1977)

Bond: Roger Moore

  • Dom Perignom
  • Konica Minolta
  • Seiko
  • Sony
  • Tabasco
  • Wetbike

Spy Who Loved Me


Moonraker (1979)

Bond: Roger Moore

  • 7 Up
  • AirFrance
  • Bollinger
  • British Airways
  • Canon
  • Christian Dior
  • Glastron Carlson
  • Marlboro
  • Martini Racing
  • Steinway & Sons
  • Virolocks

Moon Raker


For Your Eyes Only (1981)

Bond: Roger Moore

  • Guy Laroche

For Your Eyes Only


Never Say Never Again (1983)

Bond: Sean Connery

  • Bentley
  • Absolut
  • Smirnoff
  • Centipede
  • Robotron: 2084

never-say-never-again-danish-movie-poster


Octopussy (1983)

Bond: Roger Moore

  • Seiko
  • Land Rover
  • Mount Blanc Pens
  • Volkswagen
  • BMW
  • Mercedes Benz
  • Enco
  • Alfa Romeo

Octopussy


A View To Kill (1985)

Bond: Roger Moore

  • Michelin
  • Renault Auto
  • Stolichnaya
  • BP
  • Philips
  • Apple
  • Lafite Rothschild
  • The Sharper Image
  • Cartier
  • Bollinger
  • Chevron
  • Whiskas
  • Seiko

A View To A Kill


The Living Daylights (1987)

Bond: Timothy Dalton

  • Philips
  • Aston Martin
  • Unigate
  • Audi
  • Carlsberg
  • Harrods
  • Bollinger
  • Cartier
  • Rolex

Living Daylights

 

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License To Kill (1989)

Bond: Timothy Dalton

  • Lark Cigarettes
  • Olympus
  • Aerospatiale
  • Philips
  • Kenworth
  • Bollinger
  • Hasselblad

License To Kill


GoldenEye (1995)

Bond: Pierce Brosnan

  • BMW
  • IBM
  • Omega
  • Perrier
  • British Airways
  • Parker Pens
  • Jack Daniel’s
  • Smirnoff
  • Yves St. Laurent
  • The Sharper Image
  • British Telecom

Golden Eye


Tomorrow Never Dies (1997)

Bond: Pierce Brosnan

  • BMW
  • Smirnoff
  • Brioni
  • Ericsson
  • L’Oreal
  • Heineken
  • Dunhill
  • Omega
  • Bollinger
  • Avis
  • Visa

Tomorrow Never Dies


The World Is Not Enough (1999)

Bond: Pierce Brosnan

  • BMW
  • Motorola
  • Bollinger
  • Turnbull & Asser
  • Omega
  • Smirnoff
  • Sunseeker
  • CAT
  • Church Presley
  • Heineken
  • Microsoft
  • EA

The World Is Not Enough


Die Another Day (2002)

Bond: Pierce Brosnan

  • Aston Martin
  • Jaguar
  • Ford
  • Bollinger
  • Finlandia
  • Heineken
  • 7 Up
  • TyNant
  • Revlon
  • Brioni
  • EA
  • Samsonite
  • Omega
  • Philips
  • Norelco
  • British Airways
  • Ferrari
  • Lamborghini
  • Mercedes
  • Porsche
  • Range Rover
  • Ski-Doo
  • Volvo
  • Walther

Die Another Day

 

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Casino Royale (2006)

Bond: Daniel Craig

This one is one of the most memorable product placements for us. When asked by Bond woman of the hour if his watch is a Rolex, Bond replies, “Omega.” That’s a pretty big deal for a brand, if you ask us.

  • Brioni
  • Turnbull & Asser
  • Persol
  • T. Dupont
  • Albert Thurston
  • Sunspel
  • Converse
  • John Lobb
  • Nike
  • Ted Baker
  • La Perla
  • Armani
  • Omega
  • Virgin Airlines
  • Heineken
  • Sony
  • Ford
  • Jaguar
  • Lincoln
  • Volvo
  • Aston Martin
  • Fed Ex
  • Chateau Angelus
  • Cybershot
  • Smirnoff
  • Bollinger

Casino Royale Poster


Quantum Of Solace (2008)

Bond: Daniel Craig

  • Aston Martin
  • Ford
  • Volvo
  • Range Rover
  • Sony
  • Omega
  • Bollinger
  • Virgin Airlines
  • Heineken
  • Tom Ford
  • Coca-Cola
  • Avon

Quantum Of Solace


Skyfall (2012)

Bond: Daniel Craig

  • Land Rover
  • Audi
  • Volkswagen
  • Jaguar
  • Aston Martin
  • Sony
  • Macallan
  • Heineken
  • Omega
  • Tom Ford
  • Walther
  • Coca-Cola
  • Bollinger
  • Proctor and Gamble
  • Virgin Atlantic
  • Literary Review
  • Cartamundi
  • Swarovski
  • Honda
  • AgustaWestland
  • Anderson Wheeler
  • Aurora
  • BBC
  • Belstaff
  • Beretta
  • Caterpillar
  • Citibank
  • CNN
  • Courvoiser
  • Mercedes
  • Royal Doulton
  • Scrabble
  • Xperia

Skyfall


Spectre (2015)

Bond: Daniel Craig

Spectre and all the product placement surrounding it made our heads spin, but also very excited. The biggest gossip regarding this was the decision of Daniel Craig and the movie’s team not to use the Android-powered Sony smartphone- ending a many many year partnership between Bond and Sony. In the leaked Sony emails, Craig makes it clear that Bond would only use the best and in his opinion, the Sony wasn’t “the best.”

  • Peal
  • Range Rover
  • Aston Martin
  • Belvedere
  • Arsenal
  • Heineken
  • Bollinger
  • Tom Ford
  • Omega
  • Mulberry
  • Crockett and Jones
  • Sanders and Sanders
  • John Varvatos
  • Macallan
  • Burberry
  • Persol
  • Sunspel
  • Missoni
  • Gillette
  • MAC
  • Chateau Angelus
  • Matchless
  • Clarks
  • Ghost Hollywood Salma
  • Globe-Trotter
  • David DeYoung
  • Interstuhl
  • Sony
  • Fiat
  • Jaguar
  • Bollinger Champagne
  • Mercedes-Benz
  • Rolls-Royce

Spectre

Some brands have stayed with Bond since the very beginning (think Bollinger champagne) and have become a staple for the secret agent. Other details, like his car, change from movie to movie, depending on what deals and integrations are in place for that particular film. Both James Bond and the brands featured in his films have each other to thank - they would not be where they are without the other.


More on Product Placement!

While you're at it, check out some of our other blogs we have written on product placement and branded partnerships!

Are you interested in integrating product placement into your entertainment marketing mix, but simply don’t know where to start? Our short video helps give you a broad overview and next steps to make it happen for your brand!

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Topics: Strategic Partnerships, Product Placement & Branded Content