Revlon pleased with Bond promo deal
Cosmetics co. spies Berry in 'Unforgettable' campaign
Under the deal announced Tuesday, Revlon will partner with MGM and Bond producer EON in a global promotional program that includes advertising support, an integrated marketing campaign and in-store and online promotions for the 20th Bond film, which is scheduled to bow in December.
The Revlon deal pivots on Bond's latest female co-star, Oscar winner Halle Berry, who is a Revlon spokeswoman.
Revlon said the Bond deal complements and reinforces its "Unforgettable Women" marketing campaign, tying the brand with "the action-packed mystique of the James Bond equity."
"We are thrilled to be partnering with a film that celebrates strong, independent women who make their mark and are, in our minds, unforgettable," said Kristin Patrick-Petersen, Revlon's veepee of brand exposure.
MGM exex called the deal "a perfect partnership," given the newly high-profile Berry's involvement in both brands.
Dutch-based Royal Philips Electronics also joined forces with MGM and EON, announcing a promotional campaign and plans to provide its consumer gadgets and other technology for use in the film.
"We've experimented with product placement and campaigns tied to other movies, but not with one that has the status of the Bond icon," Philips spokesman Andre Manning said.
Products from Philips' domestic appliances (including Norelco shavers), lighting and medical divisions will be involved in the product placement and special marketing initiatives.
The agreements are part of what is expected to be a spate of coming pacts between the entertainment industry and big companies trying to boost revenue in less traditional ways.
(Marlene Edmunds in Amsterdam contributed to this report.)
