Diageo is authoritative after-effects in cooler packaging with an electronically tagged canteen for Johnnie Walker Blue Characterization whisky that promises to not alone adorn consumers’ acquaintance of the top-shelf Scotch but additionally accommodate supply-chain tracking. The cast buyer displayed a ancestor of the acute packaging at this week’s Mobile World Congress in Barcelona.
Created in affiliation with Thinfilm, the canteen uses a acreage advice (NFC) technology, chip with labeling, to let consumers collaborate with the amalgamation application NFC-enabled smartphones.
A thin, adjustable NFC tag is absorbed to anniversary bottle, enabling consumers to artlessly tap their buzz to the bottle’s aback characterization to admission artefact and cast information. The tags are fabricated application Thinfilm’s OpenSense technology; they are activated to the bottles in such a way that the tag is burst if the bottle’s allowance is broken.
A Diageo agent describes the amalgamation as a “‘smart bottle,’ which uses Thinfilm’s cyberbanking tags [and] links with a user’s smartphone to bear burning customer allowances absolute to device, such as cocktail recipes, promotional offers and absolute content.”
She adds, “This is a way of accouterment accordant agreeable in a added seamless way for the agenda generation. And this isn’t aloof about consumers. The tech allows Diageo to accumulate and accompany added accuracy to its accumulation chain.”
Each of the NFC tags is encoded at Thinfilm’s branch with an identifier that cannot be electrically adapted or copied—by counterfeiters or others who would alter the artefact during distribution, for example.
In addition, associates of the accumulation alternation can use a smartphone or NFC clairvoyant to analysis the tag on any canteen and actuate whether its allowance has been broken, which would announce tampering.
The tag’s adeptness to faculty “unsealed” cachet promises added amount for consumers, as well. Consumers borer their smartphone to the canteen at home, afterwards breaking the seal, will be able to admission added or altered agenda advice than they accustomed back borer the closed canteen at the store.
“This is actual abundant a ancestor and not a bartering product, and so the aggregation is still exploring with concepts and possibilities, but the capital aim is to enhance the customer experience. What we can say is that the possibilities are amaranthine already the canteen is fabricated ‘smart’—the information/data/content accessible are in approach limitless,” says Diageo’s spokesperson. She adds that it is too anon to apperceive back or area the acute canteen may be introduced.
In the meantime, the cardinal of consumers able to collaborate with NFC-based acute packaging continues to grow. Research close IHS Technology predicts that all-around shipments of smartphones with NFC adequacy will ability 1.2 billion units by 2018.
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