The New Rémy Martin Club Connected Bottle designed by Selinko Marketing Lab has integrated technology that, along with an app, will tell you if the bottle is genuine and sealed, or if it has been resealed by tapping the top of it.
Rémy Martin CLUB Connected Bottle
I’m not sure how necessary this is, who will actually use it or how many non-authentic bottles are out there. But as far as packaging that attempts to interact with the consumer and keep them abreast of brand information, it is revolutionary.
The press release:
Selinko and Rémy Martin, in an effort to continue to innovate, announce the launch of the first bottle connected through High Security NFC technology. The RÉMY MARTIN CLUB CONNECTED BOTTLE will be available in China this fall and will provide advanced functionalities such as secure authentication, opening detection and an integrated consumer engagement experience.
AUTHENTICATION AND SECURITY
Rémy Martin is the first beverage alcohol brand to bring to market a bottle that incorporates the highest opening detection technology and integrates a unique, tamper-proof NFC tag into the capsule. The core of the technology, developed by Selinko, features a 100% secure authentication of the bottle’s genuine provenance, the ability to detect a previously opened bottle, and directly connects the brand with the consumer after a purchase is complete. The RÉMY MARTIN CLUB CONNECTED BOTTLE experience is accessible via a dedicated smartphone application (Android smartphones only) which gives consumers immediate interaction with their purchase.
HOW IT WORKS
While there are some customer management solutions such as QR codes or NFC tags, the RÉMY MARTIN CLUB CONNECTED BOTTLE uses a totally innovative technology. The high-security NFC chip, combined with asymmetric encryption, detects the opening of the bottle and remains active thereafter.
“Not only does the RÉMY MARTIN CLUB CONNECTED BOTTLE guarantee the authenticity of the product, but it also allows us to communicate directly with our consumers who enjoy our products which is a very exciting innovation. Rewards, events, special offers: our communication can now be completely aligned with our clients’ preferences for optimal relevancy,” explains Augustin Depardon, Rémy Martin Executive Director.
By simply tapping the top of the bottle, the previously downloaded Rémy Martin application will instantly display if the bottle is genuine and sealed, or if it has been resealed. Once the consumer opens his or her bottle, the NFC integrated tag will emit a different signal, indicating the change from “sealed” to “opened.” The consumer is also eligible to earn points in the Rémy Martin engagement program when tapping the bottle again. This ground breaking technology is certified ANSSI – EAL4+ and provides the same level of security found in passports or bankcards.
“As the world is becoming more connected, our consumers are expecting their favorite brands to provide enhanced experiences beyond solely delivering the finest spirits. They want to have a direct connection with these brands and a direct engagement. The RÉMY MARTIN CLUB CONNECTED BOTTLE addresses a consumer need, and Rémy Martin is proud to be the first brand to bring it to market in our industry,” says Depardon.
The RÉMY MARTIN CLUB CONNECTED BOTTLE will initially be available at nightclubs in China and then available more widely. The RÉMY MARTIN CLUB CONNECTED BOTTLE experience powered by Rémy Martin is accessible on Android smartphones in partnership with the leading Secure Internet of Things solutions provider, Selinko.