Malibu's Smart Product Packaging Integrates Interactive NFC Tags
Laura McQuarrie — September 1, 2016 — Marketing
References: maliburumdrinks & nfcworld
In the spirit of summer, rum maker Malubu is equipping 40,000 of its bottles with NFC tags to create smart product packaging. With these connected tags, consumers will be able to use their mobile devices to scan the iconic sunset logo on the product packaging in order to easily access daily prize draws and other #BecauseSummer branded content experiences.
These bottles are being introduced through UK supermarket chain Tesco, as part of what’s being called the “largest global deployment of NFC on a consumer product in alcohol.”
Product packaging examples like this are helping to usher in a new generation of connected products that serve as informative in-store touch points. Interactive packaging designs of this type are becoming more prevalent across food and beverage items, as well as other industries, indicating just how wide-sweeping this integration of technology is set to become in the future.
These bottles are being introduced through UK supermarket chain Tesco, as part of what’s being called the “largest global deployment of NFC on a consumer product in alcohol.”
Product packaging examples like this are helping to usher in a new generation of connected products that serve as informative in-store touch points. Interactive packaging designs of this type are becoming more prevalent across food and beverage items, as well as other industries, indicating just how wide-sweeping this integration of technology is set to become in the future.
Trend Themes
1. Connected Product Packaging - Smart product packaging with NFC tags presents opportunities for brands to create interactive touch points and engage consumers in new ways.
2. Informative In-store Touch Points - Interactive packaging designs are becoming more prevalent across industries, allowing brands to provide valuable information and experiences to consumers in-store.
3. Integration of Technology in CPG - The integration of technology, such as NFC tags, in food and beverage items is set to become widespread, opening up disruptive innovation opportunities for the consumer packaged goods industry.
Industry Implications
1. Alcohol - The introduction of NFC-enabled bottles in the alcohol industry showcases the potential for technology integration to enhance the consumer experience.
2. Food and Beverage - Interactive packaging designs are becoming more prevalent in the food and beverage industry, creating opportunities for brands to stand out and provide added value to consumers.
3. Consumer Packaged Goods - The widespread integration of NFC tags in consumer packaged goods presents disruptive innovation opportunities for brands to create interactive and personalized experiences for consumers.
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