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Diageo, Thinfilm Combine on ‘Smart Bottle’ Concept

NFC-enabled labels on Johnnie Walker Blue Label can generate new opportunities to connect with customers

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By: DAVID SAVASTANO

Contributing Editor, Coatings World and Ink World, Coatings World and Ink World Magazine

Brand owners are always looking for ways to connect with their customers. These techniques have become more sophisticated, and the coupons have given way to loyalty cards. Thanks to near field communication (NFC), there is more yet in store. Diageo is one company looking to connect with their customers. A global leader in alcoholic beverages, Diageo’s brands include whiskeys (Johnnie Walker, Crown Royal and J&B, among others); vodkas (Smirnoff, Cîroc and Ketel One); as well as Captain Mor...

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