The James Bond franchise knows how to promote a product. Cars, watches, alcohol and more – they’ve all received endorsement from Agent 007 himself. Here is the history of all the instances of product placement in the James Bond series.
If a brand ever fears they are becoming irrelevant, they can always turn to one man:
Bond. James Bond.
Product Placement is so deeply ingrained in the James Bond franchise, you can’t think of the super spy without associating him with certain brands:
…So maybe that last one isn’t as well known.
Here is a compilation of all the product placement in the Bond franchise you didn’t know about:
1. Call Me Bwana (1963) Starring Bob Hope and Anita Ekberg
Seen In: From Russia With Love (1963)
How It’s Used: Call Me Bwana is featured on a billboard in From Russia With Love when a SPECTRE assassin attempts an escape through a window through Anita Ekberg’s lips but is shot by Ali Kerim Bey, prompting the infamous Sean Connery line “She should have kept her mouth shut.”
Fun Fact: Call Me Bwana is the only non-James Bond film produced by both Harry Saltzman and Albert R. Broccoli of Eon Productions.
2. La Pavoni Europiccola Espresso Machine
Seen In: Live and Let Die (1973)
How It’s Used: Bond prepares a cappuccino with the very loud La Pavoni Europiccola espresso machine when M pays him a visit at home in Live and Let Die. After receiving his drink, M comments, “Is that all it does?!”.
Fun Fact: You can still purchase the (almost) exact espresso machine used by James Bond.
3. Mcilhenny Tabasco Sauce
Seen In: The Spy Who Loved Me (1977), The Man With the Golden Gun (1974)
How It’s Used: Villains are seen eating oysters with Mcilhenny Tabasco Sauce in consecutive Bond films. Francisco Scaramanga calls, “Nick Nack! TABASCO!” while sunbathing in The Man with the Golden Gun then the sauce is seen as part of an elegant table setting for Karl Stromberg in The Spy Who Loved Me.
Fun Fact: The bottle and label design have remained unchanged since the filming of The Man with the Golden Gun over 40 years ago.
Seen In: Moonraker (1979), Die Another Day (2002), Live and Let Die (1973)
How It’s Used: The 7-Up logo is seen in several times during the cable car crash scene in Moonraker. For Die Another Day, 7-Up is not seen in the movie but the James Bond image appeared on cans and in television advertisements to promote the film’s release.
Fun Fact: Geoffrey Holder, the actor that played Bond villain Baron Samedi in Live and Let Die, was a longtime pitchman for 7-Up.
Seen In: Goldfinger (1964), Spectre (2015)
How It’s Used: Gillette is introduced to the franchise in Goldfinger when Bond uses a slim handle adjustable razor with a hidden space to store a tracking device. While Bond has switched razor brands throughout the years, he is back to Gillette in Spectre. Gillette has even introduced the “Gillette Spectre 007 Flexball Razor” for this installment.
Fun Fact: In Ian Fleming’s book, On Her Majesty’s Secret Service, Bond uses a Rolex and Gilette razor as a knuckle duster to escape Piz Gloria.
6. Pan Am
Seen In: Dr. No (1963), From Russia With Love (1963), Live and Let Die (1973), License to Kill (1989)
How It’s Used: Pan Am has appeared in four James Bond movies starting with a ride on a Pan Am Boeing 707 to Kingston, Jamaica in Dr. No. He then travelled Pan Am to Istanbul in From Russia with Love and to New York in Live and Let Die. Bond only makes it to the Pan Am check-in counter before he is called away in License to Kill.
Fun Fact: The Pan Am Boeing 747 plane seen in Live and Let Die was the second 747 Boeing ever made and the first used for commercial flights.
Seen In: Tomorrow Never Dies (1997)
How It’s Used: In Tomorrow Never Dies, Bond arrives in Hamburg to Q waiting in a red Avis uniform to give him the keys to a mobile-phone operated BMW 750iL Sedan . Later in the film, Bond uses his Sony Ericsson JB988 Mobile Phone to drive the car through the window of the Avis rental shop.
Fun Fact: In addition to remote control capabilities, the BMW is also equipped with an electric shock security system, machine guns, reinflating tires, caltrop dispensers, a rocket launcher, tear gas, and the emblem can be used as a cable cutter.
8. Olympus Camera
Seen In: Die Another Day (2002), Moonraker (1979), License to Kill (1989)
How It’s Used: James Bond has used various camera brands over the years, including Kodak in Die Another Day and Canon in Moonraker. The most memorable camera is seen in the title sequence of License To Kill where the audience watches a wedding party through the lens of an Olympus OM-4Ti.
Fun Fact: The Olympus camera was also featured in the Swedish movie posters for the film.
Seen In: Goldeneye (1995)
How It’s Used: In GoldenEye, Bond crashes through a Perrier truck with a tank during a chase scene in St. Petersburg. Cans of Perrier are seen flying through the air and many are visible on the tank for the remainder of the chase. Miraculously, very few can break open.
Fun Fact: Perrier kept track of every can in the movie and made sure each was accounted for after the crash scene to prevent anyone from taking a souvenir or reselling.
Seen In: Skyfall (2012)
How It’s Used: Swarovski played a major role in the look of the Skyfall’s Severine. Her iconic black gown was covered with over 65,000 Swarovski crystals. The brand also created a jewelry line for the release of Skyfall. The Bond girl was adorned in the collection’s earrings, necklaces and rings in the movie, posters, and a Heineken commercial.
Fun Fact: The Bond Love Knot Earrings worn by Severine in the film was sold at auction for over $30,000.
Seen In: Tomorrow Never Dies (1997), Casino Royale (2006), Quantum of Solace (2008), Skyfall (2012), Spectre (2015)
How It’s Used: Sony makes its James Bond debut with the Ericsson JB988 Mobile Phone in Tomorrow Never Dies, but the brand takes a larger role in the franchise once they acquired MGM before the release of Casino Royale. The phones are the most prominent with Bond using the Ericsson K800i in Casino Royale, an Ericsson cybershot in Quantum of Solace and the Xperia phone in Skyfall. For Spectre, Sony released the“Made for Bond” ad campaign, starring Miss Moneypenny to highlight the updated Xperia phone.
Fun Fact: Sony released spy gear sets for the release of Casino Royale that included a laptop or micro PC and a digital camera in an aluminum briefcase. In the film, Vesper and Bond use these products on the yacht after arriving in Venice.
12. Red Stripe
Seen In: Dr. No (1963)
How It’s Used: Puss Feller serves Quarrell a Red Stripe while at a bar with James Bond in Dr. No. Later, the men are sent flying into stacks of Red Stripe cases during a confrontation with Bond.
Fun Fact: Red Stripe released several images of the cast, particularly Sean Connery, enjoying the beer while on location in Jamaica filming Dr. No.