Malibu rum launches NFC bottle

Pernod Ricard launched the NFC version of Malibu. These wine bottles use NFC RFID tags, and users can use NFC mobile phones to read product-related content. The technology is provided by SharpEnd, a British IoT technology company.

 

This activity started at the beginning of this month and contains a total of 40,000 bottles, each with an NFC tag under the sunset logo on the front of the bottle. These wines are sold in Tesco stores across the UK, and consumers can use NFC mobile phones to read relevant content information.

Pernod Ricard's other branch company TAC also developed technology with Malibu marketing manager to further interact with British consumers. TAC opened an innovation laboratory in Stockholm, and this interactive bottle concept was developed by the laboratory.

 

In the past few years, TAC has been developing various advertising initiatives with SharpEnd to use technology to attract the attention of British consumers. SharpEnd founder Cameron Worth said: "We have developed RFID and NFC solutions for many brands." He believes that the company is the only Internet of Things company in the UK that spans marketing, technology and brand building bridges.

 

TAC Digital Innovation and Internet of Things head Markus Wulff said: "Malibu is a brand launched for the digital native." These consumers like to use smart phones and other devices to access digital information. Therefore, Malibu began to find ways to interact with these consumers. These interactive methods help improve consumer relationships and let us know their needs.

 

Users do not need to download additional applications. They only need to use the NFC mobile phone to read the bottle information, and the NFC reader of the mobile phone can read the contents of the NXP NTAG 213 NFC 13.56MHz chip built into the tag. Then, the user can access the related binding content.

 

Users can also respond to the content they are interested in. In the future, Malibu will analyze the data that users are interested in. This will help the company further improve the content of the event.

 

Wulff said: "We have established an innovation laboratory in Stockholm to confirm and evaluate IoT technologies." The laboratory focuses on three areas: interconnected products, smart spaces and smart packaging.

 

Wulff said that the company will evaluate consumers’ willingness to interact with products based on the effects of the pilot project.