It’s ironic that a character who’s supposed to be a secret agent should end up as the most conspicuous brand ambassador in all of cinema. And yet, for decades, everything James Bond wore, drank or drove has been bought and paid for by advertisers. Skyfall, the newest Bond film, is no different, and may outdo its predecessors when it comes to marketing saturation. Here’s a look at some of the brands that paid to be in the movie
In this Nov. 20, 2010 photo, cans of Coca-Cola Zero are shown at Homestead-Miami Speedway in Homestead. Fla. Wilfredo Lee 
Two Omega watches, left, a Seamaster Planet Ocean model used by Daniel Craig in the James Bond movie 'Quantum of Solace', and a Seamaster Planet Ocean model which is made of Titanium and used by Craig for an action sequence in the upcoming James Bond movie 'Skyfall‘. Alastair Grant 
This undated publicity image from Activision Publishing Inc. shows the snowmobile chase scene from "On Her Majesty's Secret Service" in the "007: Legends" Bond video game. Activision Publishing 
The 2008 Aston Martin 6 litre V12 DBS 2 door coupe used by Daniel Craig as James Bond in the movie 'Quantum of Solace' is shown to the media during a press preview at the James Bond movie memorabilia charity auction at Christie's auction house in London. Alastair Grant 
Adele performs during the 54th annual Grammy Awards on Sunday, Feb. 12, 2012 in Los Angeles. Matt Sayles
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In this Nov. 20, 2010 photo, cans of Coca-Cola Zero are shown at Homestead-Miami Speedway in Homestead. Fla. Wilfredo Lee Drinks
At least three firms have paid millions for product placement and marketing rights to the new Bond film. Coke is the spy’s soft drink of choice (or, more specifically, Coca-Cola Zero). French wine-maker Bollinger makes Bond’s official Champagne. But the biggest drink-related sponsorship deal involves Heineken, which reportedly paid $45-million (U.S.) to convince Bond to ditch his martini.
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Two Omega watches, left, a Seamaster Planet Ocean model used by Daniel Craig in the James Bond movie 'Quantum of Solace', and a Seamaster Planet Ocean model which is made of Titanium and used by Craig for an action sequence in the upcoming James Bond movie 'Skyfall‘. Alastair Grant Personal effects
Most of what James Bond wears (and even some stuff he doesn’t) is branded. Omega recently released 11,007 watches to mark the 50th anniversary of the franchise, and an additional 5,007 limited edition Skyfall watches – both have the 007 emblem on the dial. There’s also a 007 fragrance for sale, and accessories-maker OPI has announced a line of Skyfall-branded nail polish shades (they come in two flavours: seductive and dangerous).
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This undated publicity image from Activision Publishing Inc. shows the snowmobile chase scene from "On Her Majesty's Secret Service" in the "007: Legends" Bond video game. Activision Publishing Multimedia
As you’d expect, James Bond makes for great video game fodder. The rights to those games now belong to American publisher Activision. On the print side, publishing house DK is releasing a comprehensive Bond encyclopedia, while Taschen Publishing is releasing a massive oral history of every Bond film ever made.
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The 2008 Aston Martin 6 litre V12 DBS 2 door coupe used by Daniel Craig as James Bond in the movie 'Quantum of Solace' is shown to the media during a press preview at the James Bond movie memorabilia charity auction at Christie's auction house in London. Alastair Grant The ride
Many Bond fans will be pleased that the spy is back in an Aston Martin, giving the movie a bit more of a British feel. Speaking of British flavour, the VisitBritain tourism agency has also signed on as a Bond partner, and plans to run ads to convince viewers that the real U.K. is as exciting as the one they’ll see in the movie.
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Adele performs during the 54th annual Grammy Awards on Sunday, Feb. 12, 2012 in Los Angeles. Matt Sayles Sony
The company responsible for making the new Bond film has wasted no opportunities to cross-brand its products. In the film, Bond uses an Xperia T, Sony’s newest smartphone. The film’s theme song is the work of Adele, a Sony recording artist. And expect Sony’s own streaming movie services to have the latest Bond film in store well before it’s released to competitors.
