Claessens’s Boulton wouldn’t rule out such technologies in the future but for now has his doubts. “Soft drinks brands have started to embrace that kind of technology, but it doesn’t necessarily mean the same approach is right for high-end drinks. In terms of brand development we use subconscious communication – allowing the consumer to understand why they should pay a certain price for a brand. Adding gimmicks such as QR codes will not encourage further persuasion.”
For now it seems consumers of luxury goods are more interested in the physical experience. But in seasonal gifting there is an opportunity for digital gimmicks to prosper, particularly around consumer celebrations such as St Valentine’s Day. Diageo seems to think so too. Indeed, this year the group piloted +More technology, a souped-up QR code on the neck collars of bottles of Old Parr, Johnnie Walker and White Horse around Father’s Day in Brazil. The technology allowed buyers to leave a personalised video message on a unique website, accessed via a QR code.
Diageo was so happy with the launch it will be rolled out to markets including the UK and Asia, and to other brands in the run up to Christmas (not coincidently).
It is early days for the marriage of gift packaging and digital technologies. But then, a bottle of whisky capable of passing on a Father’s Day greeting must be classed as packaging progress. One can only wonder what James Pilditch would think about a talking whisky bottle. Perhaps he would say the salesman is no longer silent.
