Malibu Rum Enables NFC Bottle

Pernod Ricard launches NFC version of Malibu wine. These wine bottles use NFC RFID tags, and users can use NFC mobile phones to read product-related content.

The campaign started earlier this month and consists of a total of 40,000 bottles, each with an NFC Tag underneath the sunset logo on the front. These wines are sold in Tesco Stores across the UK, and consumers can use NFC mobile phones to read relevant content information.

In the long term, Malibu's UK marketing manager hopes not only to attract consumers' attention, but also to better understand where the wine is going and what consumers are paying attention to.

TAC, another branch of Pernod Ricard, is also developing technology with Malibu marketing managers to further interact with British consumers. TAC has opened an innovation laboratory in Stockholm, where the interactive wine bottle concept was developed.

Over the past few years, TAC has been developing various advertising initiatives that use technology to attract the attention of UK consumers. "We have developed RFID and NFC solutions for many brands." He believes that the company is the only IoT company in the UK that spans the bridge of marketing, technology and brand building.

Markus Wulff, head of digital innovation and Internet of Things at TAC, said: "Malibu is a brand launched for digital natives." These consumers like to use devices such as smartphones to access digital information. Therefore, Malibu began to look for ways to interact with these consumers. These interactive methods help enhance consumer relationships and allow us to understand their needs.

Users do not need to download additional applications, they only need to use an NFC mobile phone to read the bottle information, and the mobile phone's NFC reader can read the content of the NXP NTAG 213 NFC 13.56MHz chip built into the tag. Users can then access the relevant bundled content.

Users can also respond to content that interests them. In the future, Malibu will analyze data that interests users. This will help the company further refine the campaign content.

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

Wulff said the company will evaluate consumers' willingness to interact with the product based on the effectiveness of the pilot project.