Whisky brand promotes products using barcode labels

30th July 2010 - Fine Cut

Glasgow-based Whisky brand White and Mackay has launched a range of innovative point of sale material for its liqueur range Glayva.

The POS materials will feature 2D barcode labels, allowing consumers to scan or photograph the labels using their mobile phones. They can then go to the Glayva website, where they will be able to source exclusive content about the brand, as well as enter competitions.

The company hope to capitalise on the reported 9 million smartphone users and entice them to use the technology to access fresh content on the Glayva site. With drinks recipes and a members lounge, as well as a list of stock lists, the brand's innovative website hopes to convert users into consumers.

The current competition offers consumers the chance to win a sumptuous weekend retreat at the Hotel du Vin & Bistro in Glasgow.

Head of brand at Glayva, Jim Coates, spoke to The Drum about the liqueur company's new marketing push, saying: ''It is an exciting opportunity for the Glayva brand and we are looking to do some really exciting things using this technology.''

''The beauty of the technology is that it allows us to work on a one-on-one bespoke basis with retailers, both in the on and off trade and develop campaigns that are specific to them and their audience.''


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