Diageo’s iconic JOHNNIE WALKER BLUE LABEL® will
showcase technology at Mobile World Congress in Barcelona
Diageo plc, (NYSE:DEO) a world leader in beverage alcohol, and
Thin Film Electronics ASA (“Thinfilm”) (OSE:THIN.OL), a global
leader in the development of printed electronics and smart systems,
will look to completely change the role of a bottle in the consumer
experience, with a prototype JOHNNIE WALKER BLUE LABEL® “smart
bottle” that will be unveiled at Mobile World Congress, taking
place March 2-5, 2015.
JOHNNIE WALKER BLUE LABEL® "smart bottle"
prototype. (Photo: Business Wire)
The connected “smart bottle” aims to enhance the consumer
experience by using printed sensor tags featuring Thinfilm’s
OpenSenseTM technology, which can detect both the sealed and opened
state of each bottle. The tags and the sensor information they
contain will allow Diageo to send personalized communications to
consumers who read the tags with their smartphones.
The innovation, created by Thinfilm in collaboration with Diageo
Technology Ventures, will make it possible to send consumers
targeted and timely marketing messages, whether at retail or after
purchase, such as promotional offers, cocktail recipes and
exclusive content.
Thinfilm’s proprietary and patent-pending OpenSense technology
makes use of smartphones’ Near Field Communication (NFC)
capabilities. The technology allows Diageo to track bottle
movements across the supply chain, in-store and to the point of
consumption, with the sensor tags remaining readable even when the
factory seal has been broken, providing an additional layer of
security in protecting the authenticity of the product.
Unlike conventional static QR codes that are often difficult to
read, easy to copy, and do not support sensor integration,
OpenSense tags can dynamically detect if a bottle is sealed or open
with the simple tap of an NFC smartphone. To ensure authenticity,
the tags are also completely and permanently encoded at the point
of manufacture and cannot be copied or electrically modified.
Helen Michels, Global Innovation Director, Futures Team at
Diageo, said:
“Mobile technology is changing the way we live, and as a
consumer brands company we want to embrace its power to deliver
amazing new consumer experiences in the future.
“We constantly experiment with the latest cutting edge
technologies to enrich and enhance the experiences delivered by our
iconic brands. Our collaboration with Thinfilm allows us to explore
all the amazing new possibilities enabled by smart-bottles for
consumers, retailers and our own business, and it sets the bar for
technology innovation in the drinks industry.”
Davor Sutija, Thinfilm Chief Executive Officer, said:
“As mobility becomes ubiquitous, consumers want and expect
brands to follow suit and deliver custom mobile experiences. But
today’s conventional NFC mobile marketing solutions are not
technologically advanced enough to create immersive or customizable
consumer experiences.
By leveraging OpenSense, Thinfilm is enabling the ‘smart
bottles’ to carry digital information that can be accessed via NFC
smartphones. Diageo can reap the benefits of the intelligence
gleaned from our smart sensors and create engaging experiences for
its customers. This is how we will begin to build the real Internet
of Everything.”
The prototype bottle will be on display at Thinfilm’s booth at
Mobile World Congress in Barcelona, Spain throughout the four-day
event.
Diageo Technology Ventures was established in September 2014,
and is a program specifically designed to solve some of the
company’s existing business challenges and unlock new opportunities
for future growth by working with emerging technology companies. As
the first initiative to be rolled out as part of this program, the
working prototype bottle illustrates the new possibilities Diageo’s
packaging enables for customers and retailers including
advancements in sensors, electronic printing, material sciences and
mobile technologies.
About DIAGEO
Diageo is a global leader in beverage alcohol with an
outstanding collection of brands across spirits, beer and wine
categories. These brands include Johnnie Walker, Crown Royal,
J&B, Buchanan’s, Windsor and Bushmills whiskies, Smirnoff,
Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio,
Tanqueray and Guinness.
Diageo is a global company, and our products are sold in more
than 180 countries around the world. The company is listed on both
the London Stock Exchange (DGE) and the New York Stock Exchange
(DEO). For more information about Diageo, our people, our brands,
and performance, visit us at www.diageo.com. Visit Diageo’s global
responsible drinking resource, www.DRINKiQ.com, for information,
initiatives, and ways to share best practice.
Celebrating life, every day, everywhere.
About Thin Film Electronics ASA
Thinfilm is a leader in the development of Printed Electronics.
The first to commercialize printed, rewritable memory, the Company
is creating printed systems that include memory, sensing, display,
and wireless communication, all at a low cost unmatched by any
other electronic technology. Thinfilm’s roadmap integrates
technology from a strong and growing ecosystem of partners to
enable the Internet of Everything by bringing intelligence to
disposable goods.
Thin Film Electronics ASA (“Thinfilm”) is a publicly listed
Norwegian company with headquarters in Oslo, Norway; product
development and production in Link�ping, Sweden; product
development, production, and business development in San Jose,
California, USA; and sales offices in the United States, Japan, and
Singapore.
Photos/Multimedia Gallery Available:
http://www.businesswire.com/multimedia/home/20150225005251/en/
For more information on Diageo please
contact:DiageoVictoria Ward, 020 8978 4353 /
07894505730Corporate Communications
ManagerVictoria.a.ward@diageo.comorDiageo Press Office020 8978
2749orFor more information on Thinfilm please contact:Thin
Film Electronics ASABill Cummings, +1 408-503-7312VP, Marketing
& Communicationsbill.cummings@thinfilm.noorBlanc & Otus for
ThinfilmJennifer Smith,
+1 415-856-5152jsmith@blancandotus.comwww.blancandotus.com
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