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Pernod Ricard launches 'connected' Malibu bottles

Pernod Ricard has launched an on-pack promotion encouraging consumers to tap special 'connected' bottles of Malibu with their smartphones in order to win prizes and access exclusive content.

Following a 45,000-bottle trial in the UK with Tesco last year, the latest campaign will take place from late October 2017 in stores across Amsterdam.

The bottles incorporate NFC tags embedded into the neck sleeve of each bottle. When tapped with an Android or Apple NFC-enabled smartphone, consumers will be able to access a 'shake your coconuts' game and win prizes, watch video recipes, and download exclusive Malibu-related content.

According to Packaging News, last year's campaign achieved a mobile engagement rate of 2% (versus 0.5% which is typical for the sector), and results for the new promotion are expected to be higher now that Apple has opened up its NFC capabilities.