Malibu rolls out NFC connected bottles in the US
Drinks brand Malibu is launching an NFC-based promotion in the US states of Ohio and Texas that enables customers to use NFC tags attached to 300,000 ‘connected bottles’ to win branded goods and access cocktail recipes and other content. malibu connected bottles
Designed to boost customer engagement, this limited edition rollout follows successful trials of the technology by the coconut rum brand in the UK and Germany last summer with its Malibu Games ‘Because Summer’ campaign.
Each of the bottles has an NFC tag integrated into its cap and a QR code printed on its neck.
Customers tap the tag or scan the QR code to be taken via a quick link URL to an interactive mobile game — Sunshine Slide — where they can win branded goods and access other content.
“What’s exciting about this launch is how we’re leveraging our iconic bottle, something consumers are familiar with, and developing a more meaningful, digital conversation with our customer at the point of sale,”
said Malibu Brand director Troy Gorczyca.
“Our bottles with connected closures help keep the brand relevant post-purchase, providing services and experiences to the consumer beyond the liquid itself,”
added the firm’s global brand manager, Caitriona Murphy. malibu connected bottles
“By transforming the one asset Malibu knows its consumers come into contact with, we’re able to connect with our target audiences on a much deeper level through the experiences we offer.”
The use of NFC (Near Field Communication) technology in consumer goods like Malibu’s connected bottles marks a growing trend where brands integrate digital interactivity to enhance customer experience. Similar initiatives have been seen in other industries, such as Heineken’s “Heineken 0.0” campaign, where NFC-enabled coasters allowed users to interact with content through their smartphones. By using familiar products as the gateway to immersive experiences, brands like Malibu create a bridge between physical products and digital services, thus maintaining customer engagement well beyond the initial purchase.
This approach also aligns with the broader trend of connected packaging, which has been leveraged by brands like Coca-Cola and Johnnie Walker to provide real-time updates on promotions, product information, and even sustainability efforts. The ability to customize digital content based on user interactions opens doors for brands to build long-term relationships and collect valuable consumer data, driving both brand loyalty and personalized marketing strategies. With the rise of mobile interactivity and tech-savvy consumers, campaigns like Malibu’s represent a shift toward more engaging, digital-first marketing strategies.
