Diageo has teamed up with a digital technology specialist to create a prototype smart bottle using Johnnie Walker Blue Label.
This model uses printed sensor tags (read by smartphones) that can detect whether a bottle is opened or sealed, allowing Diageo to craft personalized communication to their consumers. Aimed to enhance the user experience, tailored messaging will include a mix of promotional offers, drink recipes (when the bottle is opened, for example) and other exclusive content (when the bottle is sealed, for example). Other brands will be able to replicate the technology and supply information in a manner and format that is most appealing to its target demo. This level of consumer interaction lends brands an innovative avenue to build brand loyalty by catering to specific user needs.