CCL delivers world’s first smart music bottle

Themed ‘Change the Music of the Future’, the campaign in Russia sees consumers buy a promotional Miller bottle and read the tag inside the label with an Android smartphone or Shazam iOS application. Each user gets direct access to a www.miller.ru webpage where their face is scanned with a neural network for emotion recognition. Artificial intelligence detects the user’s mood and modifies the music accordingly.

The labels for the campaign were produced on super-clear material, and printed using flexo combined with cold foil stamping. The pre-programmed tags were integrated into the printed label reels before die-cutting.

CCL said this project is one of the first of this kind, integrating a radio frequency tag into a bottle label to carry out a music promo campaign for young people.

Further, NFC tags enable the use of consumers’ mobile phones for marketing communication with no need for additional applications.