11 July 2013 - 10:26am | posted by | 10 comments

Kopparberg introduces security tag to deter pint glass thieves

Kopparberg introduces security tag to deter pint glass thievesKopparberg introduces security tag to deter pint glass thieves

Kopparberg is seeking to crack down on light-fingered cider drinkers with the launch of a custom security tag for its new designer glassware.

The obtrusive lock wraps around the body of the pint glass and comes imprinted with the slogan ‘I know it rocks but please don’t steal it’, an attempt to reduce the number of glasses vanishing into handbags and back pockets.

Currently on trial at Jaguar Shoes in Shoreditch, London, the devise is intended to explode with ink when the glass is transported more than 100m from the bar.

It follows research indicating that 90 per cent of people have stolen or considered nabbing a glass from the bar whilst out drinking – particularly custom designed glasses which have become collector’s items.

A number of flagrant thieves even posted pictures of their illicitly obtained wares on social networking sites, turning the drink holder into vases, a desk tidy and even a candleholder at home.

Comments

11 Jul 2013 - 10:50
timbr50742's picture
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This seem like a great idea... until someone gets hurt.

I thought the price of beer in London entitled you to a free glass after the 5th pint at £4.50.

If someone offered me that i'd ask for the normal one!

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11 Jul 2013 - 10:56
ben_hart
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If consumers like your product so much they want to take take the packaging home and keep it, surely that's a good thing for a brand...

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11 Jul 2013 - 12:19
Marketing_Chap's picture
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If Kopparberg are looking for a way to make their customers feel like criminals, a tagging device is a masterstroke. Well done!

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11 Jul 2013 - 15:19
mjano18153's picture
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ASBO tags for AWOL glasses? Not the best idea from Kopparberg. If glasses are taken and then ruined they're still taken - likely more often now just to see the thing go off! Surely it's better that, if they are taken, they are kept and used, constantly reenforcing the 'thief's' affinity with the brand. Revel in the fact consumers think your brand is cool enough to want one of your glasses in their home Kopparberg. There's plenty of brands out there that would love to be in that position.

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15 Jul 2013 - 10:46
simon_at_The_Gild's picture
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Not only are Koppaberg treating their customers with appalling disrespect, they're also defacing their own brand. Their image should be protected, it should be projected as premium and crafted not given an ASBO!

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12 Jul 2013 - 12:30
Ogilvy's picture
101
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I'd buy one of those and try and nick it just to see what would happen.

Which I suspect might be the real intention behind this great PR stunt.

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13 Jul 2013 - 21:08
Kit Green's picture
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0.01% for effort to whoever thought up this ridiculous PR stunt. (Blame it on the intern.)

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18 Jul 2013 - 20:33
Medic106
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I'd ask for a different glass if someone brought that to my table. Nothing like holding an explosive in your hand next to your face. Way to make your customers feel like thieves, especially for such an inexpensive piece of advertising. Just leave your name off of the glass cheapskate! Problem solved!

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27 Jul 2013 - 18:20
Simon18773's picture
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Pants idea. Not that I drink cider, I was only trawling the net as I have just been served my Estrella in a koppaberg glass that clearly is not a pint, leather bottle, Leavesden, marketing gimmick for sure.

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3 Aug 2013 - 17:54
brandnucreative's picture
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comments

Not the greatest of ideas, albeit quite novel one i suppose. If Kopperberg as so concerned about stolen glasses, why dont they make a point of selling them as 'collectors items' through their website, or have giveaways, competitions etc as a marketing exercise?

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