Rum drinks brand Malibu is adding 300,000 NFC tags to it’s bottles during the summer to promote it’s Because Summer campaign. This follows on from their trial Malibu NFC campaign in 2016.
200,000 of the ‘smart’ bottles will be available in the UK and 100,000 in Germany.
Catriona Murphy, Malibu’s global brand manager commented, “We have used key learnings and insights from our previous trials to both shape a content experience that connects with our consumers and their digital behaviour, and to allow us to scale up production on an operations level.”
The bottles will use NFC to lead consumers through to a special portal which will allow them to win prizes. The UK bottles will also provide drinks recipes and further content.
A number of drinks manufacturers are looking at Rum as the next ‘Gin’ which has recently taken the drinks market by storm. According to the Wine and Spirit Trade Association (WSTA), it’s possible that the UK market for Rum alone is likely to top £1 billion in 2018. It’s hardly surprising therefore that Rum brands are trying a number of different marketing campaigns to get ahead in the market.
In terms of the market, it’s easy to argue that this is another, albeit slightly bigger, trial rather than a full blown campaign. In reality, 300,000 bottles isn’t much for the drinks industry but logistically, it’ll test the production and supply of the NFC element. NFC.Today are always slightly sceptical about the claims for the size of these campaigns, but if it does approach 300,000 smart bottles it will be one of the largest drinks campaigns to date.
However, the key point here isn’t so much the size of the campaign. The takeaway here is that this is a continued and relatively speaking, much larger test of the same NFC marketing campaign. The original test was some time ago now but was a reasonable 40,000 (claimed) smart bottles. Arguably enough to provide some good statistics and campaign data. And the fact is that the stats were strong enough not only to have another go but to increase the size of the campaign substantially.
Pernod Ricard, the owner of Malibu, know what they are doing when it comes to drinks marketing and aren’t likely to be throwing money at underperforming campaigns. NFC.Today don’t know the results of the original campaign – they were not made public – but they must have been good enough.
Which, at the end of the day, is good news for NFC and worth raising a glass.