Coconut rum maker Malibu has equipped 40,000 bottles with NFC tags. Drinkers will be able to tap their NFC device against a sunset image on the product packaging to access content and prize draws directly on their mobile phone.
The connected bottles are being rolled out next month as part of a pilot with UK supermarket giant Tesco, marking the “largest global deployment of NFC on a consumer product in alcohol” to date, Malibu says.
“Embracing the technology, Malibu will be turning each bottle into a direct, digital touchpoint for consumers,” the company says. “Tapping the iconic sunset logo on the Malibu bottle will open up a world of five amazing digital #Becausesummer experiences that consumers can access through their mobile browser.
“The connected bottles will be in-store from the beginning of September — all bottles will have an accompanying neck tag to provide the consumer with a clear explanation of the technology.”
“This is a huge step into an exciting future for the alcohol sector and part of our ongoing push for Malibu in the digital space,” says the manufacturer’s marketing manager, Jo Alexander. “As a first for Malibu, we know that this will be a huge hit with consumers and we can’t wait to see their reactions.”