Near Field Communication technology will feature on 45,000 Malibu bottles in the UK

Near Field Communication technology will feature on 45,000 Malibu bottles in the UK

Pernod Ricard is trialling Near Field Communication (NFC) technology on 45,000 Malibu bottles in the UK.

The technology delivers content directly to NFC-enabled smartphones, including cocktail recipes and competitions. Pernod claims the move is the largest global deployment ever of NFC on an alcohol product. 

The initiative will be trialled in the UK from this month.

Malibu's NFC content also includes a bar locator and music playlists. The activity forms part of the brand's partnership with creative agency SharpEnd.

"Bottles are now media platforms, able to drive localised content that is defined by the market that sells the product and maintains the consumer relationship," said SharpEnd founder Cameron Worth. "Once the bottle becomes a media platform, there are so many different things that can be delivered that are beneficial to shoppers. This provides an entirely new way to communicate with them and brings Malibu directly in front of its target audience, presenting the opportunity to drive brand loyalty through service delivery."

The company said the initiative forms part of Malibu's 'Because Summer' UK marketing activation, which was launched in May.

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