Around the Net
Absolut Plans to Turn Bottles into Media Platform
- The Drum, Wednesday, December 9, 2015 10:05 AM
Absolut is making headway in its bid to harness the Internet of Things, planning trials for 2016 that will test the theory that the future of marketing is predicated on creating services rather than buying media. Each year around 100 million bottles of Absolut are shipped worldwide but they’re "static” and can't extend the customer relationship post-sale. Finding a way to exploit that opportunity is key challenge for many FMCG companies and Pernod Ricard is no different, spotting a chance to use the Internet of Things trend to help make its marketing more service-led. The solution is to turn the bottle into a media channel; whether its connections powered by NFC, Bluetooth or QR codes, Absolut’s bottle of the future promises to monetise homelife, provenance and on-demand services for the vodka maker. And in a drinks market where it's getting harder to rely on sustained demand worldwide, being able to use all those data points on the bottle to personalise provenance for drinkers for example could be a way to nurture loyalty and encourage repeat sales.
The consumer with a bottle of Absolut on his/her shelf is not extending the relationship post-sale. Think about that. I wonder if the person who believes that has ever had a drink in his life.
Absolut, please send me a few samples nd I'll be happy to put them on my liquor shelf and turn your lid into a satellite dish. It might take a few cases or two before I get the process down right, but I'll keep trying as long as you keep shipping.