Martini's Smart Cube, designed and provided by U.K. creative agency AMV BBDO, detects when a glass is empty and automatically triggers a reorder of that drink, while also enabling bar personnel to quickly locate an individual whose drink requires replacement.
The system has two purposes, says Laila Mignoni, Martini's creative excellence director: It saves consumers time that they would otherwise have to spend seeking an employee or queuing at the bar to reorder, and it prevents patrons from drinking too much at the bar, since the system is designed to offer only two drinks to each individual.
Martini—commonly known as Martini & Rossi, and one of the world's largest wine and spirits brands—sells Italian wines, sparkling wines, vermouth and other spirits. The brand began working with AMV BBDO this past spring to develop a technology that would bring greater visibility to the consumption and reordering of drinks at bars. Martini intends to provide the solution to bars once it launches the system at scale within its own temporary bars at Grand Prix races worldwide, or at other sites.
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