Retail in Asia

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Malibu rum unveils ‘connected’ bottles

Malibu Rum - Retail in Asia

Representing the “largest global deployment ever of NFC on an alcohol product”, the bottles provide a “direct, digital touchpoint for consumers”.

As part of Malibu’s ‘Because Summer’ campaign, shoppers can tap their NFC-enabled android phone onto the bottle’s sunset image to access engaging digital content.

Malibu partnered with creative agency SharpEnd to create the bottle technology, which provides five ‘Because Summer’ experiences, including: instant-win competitions (UE Boom speakers), user-generated content competition (holiday in Barbados), bartender in a bottle (summer drinks recipes), bar locator (geo-location to find the nearest Malibu bars and outdoor drinking spots), playlist (connects users to Malibu Play on mix cloud).

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“This is a huge world-first for Malibu and the wider alcohol sector, and reinforces our commitment to pushing the boundaries for Malibu in the digital arena,” said Colin Kavanagh, Malibu global VP for marketing.

“We are very excited that Malibu is the first spirits brand to bring this innovative technology to the forefront of the industry, and we look forward to rolling out the concept around the world.”

The ‘connected’ Malibu bottles will be available across the UK exclusively through Tesco stores from the beginning of September.

The technology is not Pernod Ricard’s first play in ‘connected’ bottles – the group has used the patented QR code Puma device on all of its products shipped to China over the last three years.