In the world of James Bond, certain things are iconic: fast cars, high-stakes espionage, and of course, the legendary vodka martini. In “No Time to Die,” the latest installment of the Bond franchise filmed in the UK, this tradition is upheld with a stylish nod to the past, thanks to a brilliant product placement and promotional partnership with Smirnoff Vodka.The film, starring Daniel Craig in his final outing as the legendary MI6 agent, sees Bond team up with Paloma (played by Ana de Armas) on a mission for the CIA. Their task? To track down a scientist named Obruchev (portrayed by David Dencik). As the scene unfolds in an elegant ballroom setting, Bond casually suggests, “Let’s get a drink.” What follows is a quintessential Bond moment—a moment that ties the past with the present as Bond orders “Two vodka martinis. Shaken, not stirred.”

The choice of vodka for this scene is no coincidence. The bartender reaches for a bottle of Smirnoff, the same brand famously associated with Bond since the very first film, Dr. No. The bottle is strategically placed between Bond and Paloma as they sip their expertly crafted martinis. This deliberate product placement not only reinforces the brand’s long-standing connection with the Bond legacy but also creates a timeless moment that resonates with both longtime fans and new viewers alike.

Behind the scenes, Mediaplacement worked closely with the film’s production team to ensure that Smirnoff’s presence was not only a tribute to Bond’s legacy but also a seamless part of the storyline. The collaboration didn’t stop there. To maximize the impact of this iconic moment, ad teams developed custom Smirnoff commercials and promotional content under the campaign, “There’s A Spy in Everyone.” These commercials aired ahead of the film’s release, building anticipation and reinforcing the brand’s association with Bond’s sophisticated style.

The results speak for themselves. With over 74 million viewers catching the film in theaters, the Smirnoff product placement in “No Time to Die” reached a vast audience. The value of this brand integration was a staggering $1.19 million, underscoring the effectiveness of the partnership.

In “No Time to Die,” Smirnoff doesn’t just serve as a prop; it’s a symbol of Bond’s enduring elegance and sophistication. As Bond and Paloma raise their glasses, viewers are reminded that some things never go out of style—especially when they’re shaken, not stirred.