Hasta La Creative!

At any given moment, Diageo has between 2.5 billion and 3 billion bottles sitting in stores around the world, acting as passive “pitchmen” for its brands. Now Diageo has found a way for the bottles to literally speak to the consumers who buy them.

Using technology developed by software company Evrything, Diageo assigned an individual code that created a special identity for its whiskey brands in Brazil for a promotion timed to Father’s Day, celebrated there in August. When consumers scanned the code on the bottle using a smartphone, it allowed them to personalize a film template by adding a photo and a personal message to their dads. Dad could then view the film by scanning the bottle with his own phone.

“We call it +More because there’s more to the bottle than meets the eye,” said Venky Balakrishnan, Diageo’s VP-marketing innovation. “The bottle has become a medium, but it’s not one size fits all.”

Continue reading at AdAge.com