Bond Investing. JAMES Bond Investing
Charles Sizemore | Oct 11, 2012 03:22AM ET
Bond is back. And so are the product placements.
Skyfall—the latest film in the James Bond franchise—opens in theaters next month, but the marketing blitz has already begun. This week’s Economist opened with a two-page advertising spread for an Omega Seamaster watch—“James Bond’s Choice”—featuring Daniel Craig.
Not only does Craig endorse the Omega brand personally (see his James Bond Lifestyle (yes, it really exists; try the link), he will be carrying a Sony Experia T.
Sony has fallen on hard times of late, and I doubt if even James Bond is charming enough to convince viewers to forgo an Apple (AAPL) iPhone or a Samsung (SSNLF) Galaxy S3. But then, this is being written by a person who intends to buy an overpriced luxury watch precisely because he saw James Bond wearing it. We shall see if Sony’s plight improves.
Finally, I’ll leave you with international spirits powerhouse Diageo (DEO). Though Heineken will be stealing the limelight in Skyfall, Bond is best known for sipping his vodka martinis—and shaken, not stirred.
Diageo’s Smirnoff—its most popular vodka brand—has long been a mainstay in the Bond film franchise. Don’t be surprised if the general level of Bond buzz translates into higher sales of Smirnoff and of Diageo’s higher-end vodka brands like Ketel One and Cîroc.
Like Heineken, Diageo is a core holding in Sizemore Capital portfolios as a long-term play on the rise of the emerging market consumer. I consider it one of the few stocks I would be truly willing to “buy and forget.”
Disclosures: DEO, HINKY and UHR are held by Sizemore. Charles Sizemore.
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