Lipsticks, Coke cans, bottles of Irish whiskey and even ketchup containers are joining the digital revolution.
In June, Pernod Ricard announced SharpEnd, a UK agency that helps brands benefit from Internet of Things technology, as its global partner. In an exclusive comment for just-drinks, SharpEnd founder & CEO Cameron Worth reveals some of the work his company is doing for Pernod and why the drinks industry needs to embrace this creative new tool.
With a supply chain that’s littered with third parties, it’s hard for brands to stay connected with their customers. Wine and spirits company Pernod Ricard is trying to change that by harnessing the internet of things (IoT).
While the media has been busy arguing about whether the new Apple HomePod is an Amazon Echo killer or simply a next generation Wi-Fi speaker, a more exciting announcement to come out of Apple’s Worldwide Developers Conference on 5 June, has been largely overlooked.
Alcohol giant Pernod Ricard is doubling down on its mission to turn bottles into media platforms with the hire of a dedicated Internet of Things (IoT) agency – a move it claims is a first for an FMCG brand.
The founder of ‘the agency of things’ SharpEnd has excitedly responded to Apple’s announcement that it is opening up its NFC capability.
As the owner of a niche agency in a very specialist field I’m well aware of the potential challenges in developing a business in what is a highly-saturated agency landscape. In the almost three years since I founded SharpEnd I’ve worked hard to evolve the business in every necessary way to make sure we stay relevant.
GDR is pleased to host a guest post from Cameron Worth of Internet of Things agency SharpEnd on how you can select the right IoT agency for your needs. Before asking what an Internet of Things – IoT – agency does, it’s worth looking at why agencies exist in the first place.
Brand building in a zero UI world is a challenge but offers a unique brand building opportunity. Presenting at LoopMe’s first artificial intelligence conference Cameron Worth put forward a proposition that people will become device loyal – Alexa, Cortana etc. – rather than brand loyal, as the devices search to offer you the cheapest and fastest products.
St Patrick’s Day activations are actually a little thin on the ground this year, but one that caught my eye (perhaps due in no small part to my personal fondness of the brand) was Jameson Whiskey, who are celebrating the launch of their very forward-thinking new limited edition NFC bottles range this St Patrick’s Day.