Celebrating St Patrick’s Day the NFC way!

Irish whiskey brand Jameson unveiled customisable and connected bottles to celebrate St Patrick’s Day, a mid-March highlight of the calendar on and off the Emerald Isle. The bottle was designed by Dublin-based illustrator Stephen "Hephee" Heffernan, the label features a series of nods to the infamous drinking culture associated with Ireland’s patron saint, including phrases such as "Your round", "Last orders" and "Just one".

Decked out with hidden icons, a NFC (near field communication) chip and a QR code on the neck, the bottle also lets fans customise their own labels for a chance to win a personalised limited-edition bottle. All prospective designers will also be entered into a competition to win a bespoke Jameson bar sign.

The work was created by Internet of Things (IoT) agency SharpEnd, which has collaborated with Jameson parent Pernod Ricard on similar tech-savvy campaigns for Malibu and Kahlúa.

"We are hugely excited about this innovative Jameson bottle," Brendan Buckley, international marketing director at Irish Distillers, a subsidiary of Pernod Ricard, said. "This year, we are deepening the connection with our fans with an offering that reflects the brand’s appreciation of local talent through Stephen’s artwork and encourages digital engagement that taps into the growing popularity of customisation through the connected nature of the bottle."

Jameson's limited-edition bottles will be available in 22 markets, including major whiskey markets such as Japan, Canada and, of course, Ireland.

In another development the agency recently received a boost in funding from Guala Closures Group of Italy, a major European maker of screw-cap closures for wines and spirits. The Group made an initial acquisition of 20% of shares of SharpEnd, with potential further capital injections in the company, it said. The closures maker explained its investment in a strategic partner follows its intent to provide turnkey solutions to customers by becoming a technology integrator of connected packaging solutions.

« News feed