Diageo To Unveil “Smart” Bottle For Johnnie Walker BlueFebruary 25, 2015
Diageo has collaborated with printed electronics and “smart systems” developer Thin Film Electronics ASA on a new “smart bottle” for Johnnie Walker Blue Label. The prototype bottle will be unveiled at the Mobile World Congress in Barcelona March 2-5.
The “smart” packaging includes printed sensor tags which, when read by a consumer’s smartphone, enable Diageo to “send consumers targeted and timely marketing messages, whether at retail or after purchase, such as promotional offers, cocktail recipes and exclusive content,” Diageo said. The sensor tags allow the company to detect movements across the supply chain to the point of consumption and, unlike conventional static QR codes, can determine if the bottle is still sealed or open, “providing an additional layer of security in protecting the authenticity of the product.”
The innovation was created by Thinfilm in collaboration with Diageo Technology Ventures, a unit created last September to “unlock new opportunities for future growth by working with emerging technology companies.”
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