Digital marketing: “Smart” bottles, “connected” coasters to boost tequila brand

636651634250920241thinfilm.jpg

21 Jun 2018 --- Thin Film Electronics ASA (Thinfilm), a supplier of NFC (near field communication) mobile marketing solutions, is supplying el Jimador tequila with digital marketing formats for its bottles and coasters. The tequila brand hopes that tapping into consumer-focused digital marketing techniques will increase the scope of its soccer marketing campaign.

El Jimador – a tequila brand of Brown-Forman, one of the largest American-owned companies in the wine and spirits industry – will use Thinfilm’s complete NFC mobile marketing solution to enhance marketing efforts for its summer soccer campaign. El Jimador sponsored the Mexican National Soccer team’s 2018 US tour.

The deal consists of a combination of “smart” bottles and “connected” coasters, making up a key component of el Jimador’s omni-channel “Soccer Moments” campaign. It is believed to be the industry’s largest NFC-related activation ever for a tequila brand, the company state.

In collaborClick to Enlargeation with Thinfilm, el Jimador incorporated NFC tags in custom bottle-neckers and branded coasters. When tapped with a smartphone in-store, at home, or on the go, el Jimador customers can instantly submit their favorite soccer story for a chance to win US$25,000, custom jerseys, and other prizes. The NFC tags fully integrate with Thinfilm’s CNECT™ Cloud Platform and enable el Jimador marketers to view real-time tapping activity, analyze campaign performance, and uncover actionable insights.

Beginning in June, the connected el Jimador bottles and coasters will be distributed through select retail outlets, bars, and restaurants across the United States.

“Our Soccer Moments campaign is connecting us with consumers who are both fans of soccer and fans of the el Jimador brand,” says Ed Carias, Senior Brand Manager for el Jimador tequila at Brown-Forman. “By leveraging the smartphone that most of us carry today, Thinfilm’s NFC solution significantly extends our ability to establish those connections, build lasting consumer relationships, and drive the success of the el Jimador brand.”

Following its Soccer Moments promotion, el Jimador plans to use Thinfilm’s NFC mobile marketing solution in a “Day of the Dead” campaign this coming October.

“It has become increasingly common for leading brands like el Jimador to position NFC as a key enabler within major omnichannel marketing initiatives,” says Davor Sutija, CEO of Thinfilm. “The Soccer Moments campaign is a perfect example, and we’re excited to work closely with the el Jimador and Brown-Forman teams to make it a great success.”

Thinfilm is enabling the “Internet of Everything” through NFC solutions. They provide consumer-focused NFC mobile marketing as well as industrial and supply chain solutions, including blockchain applications. Thinfilm provides end-to-end support throughout the entire process. This starts with the manufacturing of NFC tags through roll-to-roll printed electronics production process, integration support to get those tags on physical objects, and the CNECT cloud-based software platform which captures data and provides actionable insights into consumer behavior and business logistics.

Digital marketing is an increasingly popular tool for companies to connect with their digital-minded customers via packaging.

To contact our editorial team please email us at editorial@cnsmedia.com

Related Articles

Food Ingredients News

Barry Callebaut hails volume growth “significantly above global chocolate confectionery market”

16 Jul 2018 --- Barry Callebaut has released its nine-month key sales figures for the fiscal year 2017/18 which has shown good group momentum and volume growth that is significantly above the global chocolate confectionery market, according to the company. In the first nine months of fiscal year 2017/18 (ended May 31, 2018), the manufacturer of high-quality chocolate and cocoa products grew its sales volume by 6.9 percent to 1,512,853 tons.

Packaging & Technology News

Talking heads? Beer label uses facial recognition to “chat” and detect consumer emotion

09 Jul 2018 --- Multi-Color Corporation (MCC) and Talkin’ Things are the first Internet of Things (IoT) packaging platform providers to combine Augmented Reality (AR) and Near Field Communication (NFC) technology to create a “unique” customer experience in connected products, according to Talkin’ Things. The label of Black Red Ale beer, which incorporates a large “talking” skull, fully fits into the smart packaging trend by using advanced AR facial recognition and dynamic scenarios dependent on users’ emotions.

Packaging & Technology News

Nestlé debuts new-look “sharing box” KitKat Senses

05 Jul 2018 --- Nestlé has opted to revamp its packaging for KitKat Senses, following in the trend to offer chocolate in small portion-packed, flow-wraps which tap into the “sharing trend” and offer a “wow effect” when opened, Svetlana Kourianova, European Key Account Manager at AR Packaging tells FoodIngredientsFirst.

Food Ingredients News

ADM completes JV with Aston Foods, strengthens animal nutrition role with Neovia move

03 Jul 2018 --- Archer Daniels Midland Company (ADM) and Russia-based Aston Foods have successfully received all required regulatory approvals and launched their 50-50 joint venture to provide sweeteners and starches to customers in Russia.

Packaging & Technology News

Smart packaging to deliver “disruptive innovation” to online grocery, claims Tetra Pak report

03 Jul 2018 --- As digitalization permeates a range of sectors, “smart packaging” technologies based on unique digital codes will take both online and off-line grocery in exciting new directions during the next few years, according to the Tetra Pak Index 2018. The growth of smart packaging will enable suppliers to utilize digitalization technologies to respond to some of the largest trends shaping online and physical grocery, such as sustainability, personalization and convenience.

More Articles