Although I hate the word phygital, it is a trend
that every brand tries to get its hands on. We hear that we have to connect the
digital world to the physical world blah blah blah, but which brands do it and
do it well?
Today Heineken came onto my radar, with their
campaign “
Heineken Ignite,” the
dutch company came up with what they call the first smart bottle. A bottle full
of sensors and networking technology that will allow it to respond to external
triggers such as: music and the output of specific audio and data cues. For
example, it can detect different kinds of motion like cheering, drinking or
sitting idle on the bar counter. The bottle lights can be remotely activated,
so that all bottles can be programed to synchronize to a music beat.
"This interactive bottle design was part of
an innovation workshop exercise the brand created to come up with a way to
create an interactive experience with its bottles that uses mobile technology.
Heineken used Tribal DDB’s “Spark” process which involves a set program of
research, briefing, ideation, development, consumer validation and prototyping
over a 10-week period."
The brand is testing the Ignite bottle design
during Milan Design Week. The brand will continue to experiment with the bottle
and concept in order to determine the next steps and whether or not it will be
made available to the public.
One last question would of course be, how much
such bottle can cost? No info was shared but I guess it could be an
investment.
