Analysis of Skyfall and Coke Zero Partnership

The 26th of October 2012 represented the release of the latest instalment in the James Bond movie franchise, Skyfall. The film took £53.44 million is its first ten days (Gant, 2012), before becoming the UK’s highest grossing movie ever, taking £93.76 million by the 5th of December 2012 (25th Frame, 2012). This success is a direct result of the James Bond brand, as it has been meticulously constructed during its previous fifty years. Such a well establish brand inherently provides opportunities for marketers, as an affiliation with the Bond franchise offers the potential access to a loyal and established fan base spanning multiple generations, whilst translating many of the key Bond brand values to their own. As a result, following their ‘Zero Zero Seven’ campaign in conjunction with the 2008 release of the previous Bond film, Quantum of Solace, Coke Zero has continued its commercial partnership with the Bond franchise, launching a campaign under the tag line ‘Unlock The 007 In You’, to tie in with the release of Skyfall. The campaign provokes a number of pertinent issues in regards to the communication environment and the subsequent effect it has on the relationship between author and reader, as the marriage of two global brands presents a unique set of opportunities and challenges for Coke Zero. Furthermore, the campaign illustrates the importance of commercial media businesses to marketing communications, and provides an insight into the ethical practice of the industry, the importance of integrated media communications and advertising effectiveness.

The communications environment is a broad term that relates to the intricate context in which a message, or text, is communicated from one party to another. Clearly the media produced to promote Coke Zero signifies the text to communicate the message encoded by the author, one of the creative agencies utilised for the respective media channel, and the subsequent decoding by the reader or consumer. The importance

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