Malibu gets connected again for 2019 Games via smart closures

Pernod Ricard is partnering with Guala Closures to support The Malibu Games 2019 by rolling out 300,000 bottles with specially developed connected closures for the first time in the USA. The new Malibu limited-edition connected bottles will be circulated in the states of Ohio and Texas, featuring the pioneering smart bottle cap. The connected closures will give consumers access to value-added extras including drinks recipes and sweepstake competitions.

Last year, as part of its Because Summer campaign Malibu circulated 300,000 NFC enabled bottles in the UK and Germany, as we reported here last July.

Piero Cavigliasso, group innovation technology director at Guala Closures, said: “It’s been exhilarating working with Malibu to develop truly smart connected closures that enable the brand to get closer than ever to its consumers. It’s an on-going journey – smart tech for wineand spirits closures isn’t going to stand still.”

The range of NFC connected closures, allows producers and companies to establish one-to-one relationships with consumers, thanks to its intelligent technology. The IoT-enabled smart cap will unlock exclusive Malibu Games content for consumers via their mobile phones. They will be able to join The Malibu Games via a mobile game called Sunshine Slide for the chance to win prizes.

Caitriona Murphy, Malibu’s globa lbrand manager, explained:  “Malibu has transformed its bottles into media touchpoints through the adoption of Guala Closures’ IoT solution, allowing conversation in a space that is notoriously saturated. Our connected bottles help keep the brand relevant post-purchase, providing services and experiences to the consumer beyond the liquid itself. 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”.

Guala Closures’ e-WAK®, the NFC  aluminium closure for wine, has recently received an award for all round excellence at AlufoilTrophy 2019, the most important competition for innovation and new technological advances in aluminium foil, organized by the European Aluminium Foil Association.

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