Smirnoff is set to launch a tie-in campaign with the new James Bond film.

The Diageo -owned vodka brand, which used to be James Bond's vodka of choice before 007 switched over to Finlandia, a Brown-Forman brand, will get a promotional push to coincide with the release of Casino Royale in November.

The film, which is set to open in the US on November 17, follows four years of silence from the fictional British spy.

Smirnoff will tie in with the film, unveiling a global media campaign, which will include broadcast advertising, on- and off-premise promotions and sweepstakes, a global public relations campaign and a Casino Royale microsite.

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