From:Packaging News

Malibu has launched what it claims is the largest deployment of near field communication (NFC) enabled connected bottles, in 1,600 Tesco stores.

In partnership with SharpEnd and the first Internet of Things (IoT) agency, the trial is part of an ongoing strategy to engage the target audience of young adults.

With NFC enabled phones, consumers will be able to tap the Malibu sunset with no apps needed and unlock five digital experiences through their mobile browser, including competitions, drinks recipes, a bar locator, and a playlist.

Unlike QR codes that require consumers to launch an app and scan a barcode, the process is much simpler and so will hopefully lead to a higher engagement rate.

Recent research carried out by SharpEnd and marketing company Mindshare found that the retail industry is ripe for packaging to become adaptable, digital touch points that can move beyond simply providing a marketing function. Technology could allow brands to start building a relationships in store and then provide services in the home.

Around 64% of consumers are interested in the idea of everyday objects, such as bottles, being connected to the internet, particularly if they receive value in exchange.

Small-scale trials involving connected bottles have been run before, but this is the first to be rolled out at this volume.

The technology will feature on 40,000 Malibu bottles until 31 December to help consumers experience a #BecauseSummer moment.

With consumers more likely to buy a particular product again if it engages them, the pilot will show the benefit of having connected products in store.

Markus Wulff, digital innovation manager at Malibu, said: “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.”

Cameron Worth, founder of SharpEnd, added: “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.”