Johnnie Walker’s premier Blue Label blend has unveiled a prototype “smart bottle” that enables the brand to, among other things, send targeted, personalized marketing messages to consumers. Shoppers can use their Near Field Communication (NFC) enabled smartphones to read the printed sensor tags in the bottle labels. In addition to providing shoppers to an immediate wealth of information and engagement opportunities, the tags also allow the manufacturer to track the bottles’ movements throughout the supply chain.

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It’s exciting to see a brand truly making an effort to evolve their marketing efforts and engage shoppers in an exciting way. How pervasive do you foresee this technology to be in the shopper space over the next few years? What challenges stand in the way? #MarsTalk