007 will once again partner with Heineken to promote the latest James Bond adventure, 'SPECTRE'. As with 'Skyfall', a major worldwide television advertising campaign will kick-off featuring Daniel Craig in character as 007. Last time around, Heineken spent $100m marketing it's partnership with Bond and clocked up over 24 million views of the TV commercial online.

Special 'SPECTRE' packs of Heineken will give beer drinkers extraordinary access to the world of 007 through never-before-seen official content. Using their smart phones, fans can scan the logo on each pack to unlock exclusive behind-the-scenes footage of the new 007 adventure. Classic Bond movie downloads are also said to be amongst the goodies on offer. Heineken hopes to sell half a billion cases of Bond branded beer worldwide during the campaign.

David Lette, Heineken Brand Director said: "Heineken and James Bond have been worldwide partners since 1997, and we're delighted to be continuing the relationship with 'SPECTRE'. Partnering with the Bond franchise enables us to create exciting and cutting-edge integrated global marketing campaigns that brings value to both the film and the Heineken brand everywhere in the world."

Heineken and James Bond have been worldwide partners since 'Tomorrow Never Dies' in 1997.

"Everyone is free to have an opinion but the facts is that Bond is a drinker. He drinks champagne, when he is dressed up in his white tuxedo he will drink Martinis and there are moments when he drinks a beer," said Hans Erik Tuijt, director of Heineken's global sponsorship. "If you go back to the books he's drinking beer. He knows which drink to drink on what occasion."