In the spirit of summer, rum maker Malubu is equipping 40,000 of its bottles with NFC tags to create smart product packaging. With these connected tags, consumers will be able to use their mobile devices to scan the iconic sunset logo on the product packaging in order to easily access daily prize draws and other #BecauseSummer branded content experiences.
These bottles are being introduced through UK supermarket chain Tesco, as part of what’s being called the “largest global deployment of NFC on a consumer product in alcohol.”
Product packaging examples like this are helping to usher in a new generation of connected products that serve as informative in-store touch points. Interactive packaging designs of this type are becoming more prevalent across food and beverage items, as well as other industries, indicating just how wide-sweeping this integration of technology is set to become in the future.