Coke Zero… zero… seven?

In an interesting UK-only cross-promotion, Coca-cola is pairing up with an interesting partner – Bond. The Quantum of Solace is opening soon (November here in the states) and Sony Entertainment has teamed up with Coca-Cola to come out with the semi-oddly named Coke Zero Zero Seven. According to Coke UK’s brand director,

the edginess of the Bond persona matches that of the Coke Zero identity.

Interesting. Is the Bond persona artificially sweetened and zero-calorie? While I’m not sold on the new bond movie (the title makes me want to see Scott Bakula), coke zero, or this specific cross-promo, I’m game for any non-traditional promotions, so I’m diggin’ this one.