Heineken has unveiled a new commercial licensed has been granted "Worth The Wait" in association through Daniel Craig come celebrate the upcoming relax of the brand-new James link film, No Time come Die.

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The commercial mirrors Daniel Craig waiting patiently because that the first satisfying sip of an ice-cold Heineken beer, in one ode to fans who have eagerly awaited the next instalment the the franchise and also showing that the best things involved those who wait.

Social Experiment

To check the fact behind the sentiment, Heineken lugged out a real-world social experiment to prove that an excellent things are indeed worth the wait.

In the experiment, 115 people were given cold Heineken or Heineken 0.0 beer at intervals in between 0-30 minutes, mirroring that human being who waited because that 20 minutes had actually the greatest levels of satisfaction.

Bram Westenbrink, global head the Heineken Brand, said, "Heineken has been a proud companion of James bond films due to the fact that 1997. So, prefer all link fans, we likewise can"t wait because that No Time come Die to hit cinemas.

"That said, we believe some points really are worth wait for. And now we have the right to prove it. Even if it is it"s one ice-cold Heineken or an action-packed blockbuster – the best things truly do concerned those that wait."


Other Findings

Four in ten attendees attributed the anticipation the receiving your beer to their satisfaction. An ext than half of the respondents (56%) agreed the they enjoy things much more when they have to wait because that them a little.

Participants felt that six to four minutes would certainly be the optimal time to have waited for your beer. However, the research found that satisfaction peaked in the 20 minute wait group, implying that instant, or in ~ least quicker gratification, is no as to solve as civilization might think.

"Waiting might Not it is in A poor Thing"

Daria A Bakina, PhD, social psychologist and research director at Edelman Data and Intelligence, said, "This research complies with a long heritage of conducting experiment in the "real world," under genuine circumstances, within the field of society psychology.

"The result of this study display that waiting may not it is in a negative thing – in fact, there"s much more enjoyment ~ needing to get over an obstacle like a 20-minute wait for a refreshing, perfect pour."

No Time to Die will certainly hit the theatres worldwide on 30 September 2021 with Universal pictures International and also in the united state on 8 October from metro Goldwyn-Mayer (MGM) via their joined Artist releasing banner.

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Heineken, which freshly announced plans to come to be a carbon-neutral service by 2040, reported a 14.1% rise in net revenue in the first half the its gaue won year, with volumes the its core Heineken beer brand climbing by 19.6% in the period.