Beer cooler blocks smartphone signals


There has been lots of talk recently in the press and among friends about our increasing addiction to smartphones. 


The temptation to zone-out and tap-in to the vast world of apps and internet browsing is increasingly disrupting social situations.  Already banned from pub quizzes, the nigh-on ubiquitous Smartphone is facing a new challenge from brands. 

Recently we blogged about this brand experience campaign from Amstel that encouraged people to disconnect while socialising, and this week we’ve come across another attempt from a beer brand to silence the airwaves.  Brazilian lager brand Polar has developed a beer cooler that blocks mobile signals when a bottle is placed inside it.Do you think there is opportunity for more brands to challenge our ‘always on’ mentality and bring back hearty face to face conversation?

Author bio


With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.