Diageo has collaborated with smart systems developer Thin Film Electronics in the development of a “smart bottle” for its Johnnie Walker Blue Label line of Scotch whisky.
Using printed sensor tags featuring Thinfilm’s OpenSense technology, the alcohol manufacturer will be able to detect both the sealed and opened state of each bottle – and then send targeted, timely marketing messages to consumers. These could include promotional offers, cocktail recipes and exclusive content that could increase Diageo’s engagement with its consumers and drive repeat sales.
The innovation “will look to completely change the role of a bottle in the consumer experience,” Diageo said.
The technology makes use of smartphones’ near field communications (NFC) capabilities, which allow Diageo to track bottle movements across the supply chain, in-store and to the point of consumption. As the sensor tags remain readable after the factory seal has been broken, the new technology provides “an additional layer of security in protecting the authenticity of the product,” it added.
The cloud-based software was developed in collaboration with smart products provider Evrything.
Helen Michels, global innovation director of the future team for Diageo, said: “Mobile technology is changing the way we live, and as a consumer brands company we want to embrace its power to deliver amazing new consumer experiences in the future.
“We constantly experiment with the latest cutting edge technologies to enrich and enhance the experiences delivered by our iconic brands. Our collaboration with Thinfilm allows us to explore all the amazing new possibilities enabled by smart-bottles for consumers, retailers and our own business, and it sets the bar for technology innovation in the drinks industry.”
Thinfilm CEO Davor Sutija added: “As mobility becomes ubiquitous, consumers want and expect brands to follow suit and deliver custom mobile experiences. But today’s conventional NFC mobile marketing solutions are not technologically advanced enough to create immersive or customisable consumer experiences.
“By leveraging OpenSense, Thinfilm is enabling the ‘smart bottles’ to carry digital information that can be accessed via NFC smartphones. Diageo can reap the benefits of the intelligence gleaned from our smart sensors and create engaging experiences for its customers.”
© FoodBev Media Ltd 2019