Heineken reportedly paid $45 million for product placement in SKYFALL (2012), and the deal sparked controversy when James Bond traded his signature martini for a beer. But the real story goes beyond those seconds on screen. Heineken had been associated with the Bond franchise since TOMORROW NEVER DIES (1997), making SKYFALL the culmination of a 15-year partnership. It also marked the first time Daniel Craig appeared as Bond in a Heineken commercial, with the global campaign running across more than 170 countries. Daniel Craig defended the deal, explaining that expensive Bond films needed commercial partners to help fund production and promotion. Whether the placement was worth the reported price tag is another question, but it shows just how valuable 007 had become as a global advertising platform.