Diageo unveils connected smart bottle that delivers targeted ads

Drinks giant Diageo has unveiled a prototype smart bottle for its Johnnie Walker brand that will enable the brand to send targeted marketing messages to consumers.

Diageo: Johnny Walker unveils connected bottle
Diageo: Johnny Walker unveils connected bottle

The bottle uses sensor technology developed by tech company Thinfilm in collaboration with Diageo Technology Ventures, the drinks firm's innovation hub.

When scanned by a smartphone, the bottle becomes an interactive medium and can trigger promotional offers, cocktail recipes and exclusive content. It was unveiled at Mobile World Congress.

If adopted more broadly the tech would also enable the business to monitor a bottle throughout the supply chain, in-store and at the point of consumption.

The sensor tags remain readable even when the factory seal has been broken, which would provide Diageo with an "additional layer of security" in protecting the authenticity of a product.

The tag is permanently encoded at the point of manufacture and cannot be copied or electrically modified, which would enable Diageo to prove the authenticity of a product and crack down on counterfeiting. 

Helen Michels, global innovation director, futures team at Diageo, said: "Mobile technology is changing the way we live, and as a consumer brands company we want to embrace its power to deliver amazing new consumer experiences in the future.

"We constantly experiment with the latest cutting edge technologies to enrich and enhance the experiences delivered by our iconic brands," she added.

"Our collaboration with Thinfilm allows us to explore all the amazing new possibilities enabled by smart-bottles for consumers, retailers and our own business, and it sets the bar for technology innovation in the drinks industry."


Subscribe to Campaign from just £37 a quarter 

Get the very latest news and insight from  Campaign with unlimited access to Campaignlive.co.uk


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Job description: Digital marketing executive

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

Just published