The world leader in alcohol drinks Diageo has teamed up with the Norwegian high tech firm Thinfilm specialising in printing smart systems to create the first ever «Internet of things» connected bottle with NFC-based printed sensor tags. The prototype of the bottle for Johnnie Walker Blue Label was unveiled recently at Mobile World Congress in Barcelona.

When British Airways launched its Happiness Blanket, it was clear that ‘happiness’ had become an integral part of the brand’s thinking. No wonder, really; marketers and brand experts are well aware that appealing to consumers’ emotional core is one of the surest ways to engender a positive response—and no emotion is as positive as happiness.

But more than that, its approach is based on human truth and carries a pleasant simplicity. Fly with us, it says, and we’ll keep you safe, secure, protected—figuratively as well as literally wrapped up. It highlights that BA thinks of its passengers not as customers, nor as cargo, but as people.

Johnnie Walker is releasing a film, “Celebrating a Journey Shared,” that celebrates craftsmanship, friendship and passion for discoveries. The footage that tells a story of two travellers is a cinematic dedication to the British luxury brand Dunhill with which a new collaborative whisky gift set was created—the Johnnie Walker Blue Label Limited Edition Collection.

Johnnie Walker launches the My Label is Black program aimed to support celebrate Hispanic men and help them realize their true potential and become more successful in life. The company partnered with top Latino celebrity influencers as well as with leading charitable organizations in New York, Miami and Los Angelesto participate in the ad campaign.