Diageo 'smart bottle' delivers targeted ads

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Diageo's Johnny Walker unveils connected bottle.
Diageo's Johnny Walker unveils connected bottle.

Mobile World Congress 2015: Johnny Walker will be able to send marketing messages to consumers

BARCELONA — Drinks giant Diageo has unveiled a prototype smart bottle for its Johnny Walker brand that will enable the brand to send targeted marketing messages to consumers.

The bottle uses sensor technology developed by tech company Thinfilm in collaboration with Diageo Technology Ventures, the drinks firm's innovation hub.

When scanned by a smartphone, the bottle becomes an interactive medium and can trigger promotional offers, cocktail recipes and exclusive content. It was unveiled at Mobile World Congress.

If adopted more broadly, the tech would also enable the business to monitor a bottle throughout the supply chain, in-store and at the point of consumption.

The sensor tags remain readable even when the factory seal has been broken, which would provide Diageo with an "additional layer of security" in protecting the authenticity of a product.

The tag is permanently encoded at the point of manufacture and cannot be copied or electrically modified, which would enable Diageo to prove the authenticity of a product and crack down on counterfeiting. 

Helen Michels, global innovation director, futures team at 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," she added.

"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."

This article first appeared on marketingmagazine.co.uk.

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