Coca-Cola Zero has teamed up with Sony Entertainment and huge movie franchise James Bond in a deal that sees the brand working with the next 007 film, Quantum of Solace.

The brand, originally dubbed ’bloke coke’, will be supporting the film release with a through-the-line advertising campaign and promotional and on-pack marketing initiatives.

"We’re delighted to be involved in this exciting project," said Coca-Cola Great Britain brand director, Bobby Brittain. "The new edgier Bond persona is the ultimate embodiment of the ‘Coke Zero’ brand personality, and is expected to deepen the brand’s engagement with its core target audience of 20 something men."

The Quantum of Solace, staring Daniel Craig, will be released in the UK on 31 October 2008.