Malibu Launches Smart Bottle
By Abraham Joseph –
August 26th – Malibu, the leading coconut-flavoured rum, today announced what the company believes to be the largest global deployment of smart bottles. The bottles will feature near field communications technology and will enhance consumer interaction with the product.
The NFC technology will feature on 40,000 Malibu bottles in the period up to 31st December. The bottles will be sold in 1,600 Tesco stores in the UK in partnership with Internet of Things (IoT) agency SharpEnd.
Consumers can use their mobile browsers to unlock five digital experiences by simply tapping their smartphones against the Malibu sunset. The experiences comprise an instant win competition, a user-generated content competition, a bar locator, playlists from Malibu Mixcloud and drinks recipes.
“By embracing suitable and scalable technologies onto our packaging, we can turn each bottle into a direct, digital touch point for consumers all across the world,” said Markus Wulff, Digital Innovation Manager at Malibu (above).
“Bottles are now able to drive localised content, providing an entirely new way to communicate with consumers and bringing the brand directly in front of their target audience, presenting the opportunity to drive brand loyalty through service delivery,” said Cameron Worth, Founder, SharpEnd (left).
The project is a result of work done through the IoT innovation lab at Malibu’s head office, in Stockholm and is part of an ongoing strategy to engage the company’s target audience of young adults.
Launched at the end of last year, the lab tests scalable growth opportunities for connected products, services and experiences.
Source: Malibu UK