A Brand for social justice
In 2020, brands did something they’d never done before: They spoke up about race.
Smart bottling could prevent fraud in the supply chain and extend life-cycle visibility for manufacturers
Diageo will reveal its first ever "smart bottled" Johnnie Walker Blue Label that can send offers to customer's smartphones straight from the shopping aisles.
Sensor technology, using Near Field Communication, will allow Diageo to send personalised offers to consumers who tap the bottles with their smartphone.
The firm will send cocktail recipes, offers and promotional material to these prospective customers as they browse the alcohol shelves.
Further, drinkers can be certain that their smart bottled whisky will have never been tampered with, as its printed sensor tags have seal detection.
It is hoped the sensor technology will give the manufacturer insight into the whiskey's lifecycle outside of the factory floor, from the shelves to customer's homes, preventing fraud.
The smart bottle, created by tech company Thinfilm, is a product of Diageo's Technology Ventures investment pool that opened last year.
Diageo opened the incubator to tap into the 'digital behaviour' of young adults to curb irresponsible drinking, with the help of tech start-ups, it said.
The drinks manufacturer, which owns Bushmills, Smirnoff, Baileys, Captain Morgan, and Guinness brands is handing over $100,000 (£62,000) in funding as well as insight to the business for successful startups.
Thinfilm developed the yet-to-be patented OpenSense technology late last year, yesterday's announcement marks the first company, Diageo, to test it out on a prototype. However there are no plans yet to roll the technology out to Diageo's supply chain, Thinfilm said.
The bottle will be on show at Mobile World Congress in Barcelona.
In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.
In 2020, brands did something they’d never done before: They spoke up about race.
‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.
In times of uncertainty, people gravitate towards the familiar. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? Craig Flanders explains.
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