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El Jimador unveils football-focused ‘smart bottles’

Brown-Forman’s El Jimador Tequila has partnered with near field communications (NFC) specialist Thinfilm to create a range of ‘smart bottles’ for football fans.

NFC-equipped bottles will allow consumers to instantly upload their football memories

El Jimador has incorporated Thinfilm’s technology into bottles and branded coasters as part of its Soccer Moments campaign.

When customers tap the NFC enabled bottles or coasters with their smartphone they will be able to instantly submit their favourite football story for a chance to win US$25,000, custom jerseys, and other prizes.

Ed Carias, senior brand manager for El Jimador Tequila at Brown-Forman, said: “Our Soccer Moments campaign is connecting us with consumers who are both fans of soccer and fans of the El Jimador brand.

“By leveraging the smartphone that most of us carry today, Thinfilm’s NFC solution significantly extends our ability to establish those connections, build lasting consumer relationships, and drive the success of the El Jimador brand.”

Connected El Jimador bottles and coasters will be distributed through select retail outlets, bars, and restaurants across the US this month.

Following its Soccer Moments promotion, El Jimador plans to use Thinfilm’s NFC technology in a ‘Day of the Dead’ campaign this October.

Davor Sutija, CEO of Thinfilm, said: “It has become increasingly common for leading brands like El Jimador to position NFC as a key enabler within major omnichannel marketing initiatives.

“The Soccer Moments campaign is a perfect example, and we’re excited to work closely with the El Jimador and Brown-Forman teams to make it a great success.”

Brown-Forman’s decision to include NFC in its latest marketing campaign comes after the technology was incorporated into fridge magnets by Campari and bottle neck tags for Astral Tequila.

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