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AR Wine Labels Provide Consumers With Animated, Historic, & Zombie-Filled Tales

AR Wine Labels Provide Consumers With Animated, Historic, & Zombie-Filled Tales
Food & Beverage

By pointing their phones at wine bottles, wine lovers can animate the mugshots of infamous Australians or bring zombies to life, offering consumers a themed and engaging product experience

Rachel Gonzalez
  • 18 july 2018

19 Crimes wines will now tell wine drinkers a story with the help of augmented reality. The Treasury Wine Estates’ new brand will have labels that function in tandem with an app designed by Tactic and J. Walter Thompson SF to display the tales of particular crimes and their perpetrators from the 18th century.

Each of the seven varieties of wine in 19 Crimes label has its own crime and its own AR story to tell. The images on the wine labels are real mug shots of people who were excommunicated in the 1700s from Britain to Australia, which was then a penal colony. iOS and Android users can download the 19 Crimes app, point their camera at the label and watch the 2D photographs transform into character monologues. The app implements an easy-to-use interface that walks users through the process of loading the stories.

The activation isn’t the. As part of the larger Living Wines  Labels, AR experiences are becoming an expected part of the wine-selection process.

“We’re also spending a lot of time in the digital and social space to communicate to our fans of Chateau St. Jean, or of the Walking Dead or 19 Crimes, that we do have this app available and that this is a great way to interact with our brands,” offers Ming Alterman, TWE Director of Digital Performance and Partnerships, to Winebusiness.com.

In the case of the Walking Dead Blood Red Blend and a Cabernet Sauvignon activations, users can watch heroes from the popular comic book series and TV series, lay waste to baddies, right in the wine aisle.

With these AR labels, alcohol and spirits brands of all sorts can offer purchasers a unique and entertaining wine experience complete with a history lesson or an embodiment of the brand experience. While incorporating AR labels into products to offer consumers additional information is not a new concept, the use of AR to help thematize the wine-drinking experience is a creative way to differentiate the brand from other wine retailers and further engage an audience.

19 Crimes Living Wines  Labels

19 Crimes wines will now tell wine drinkers a story with the help of augmented reality. The Treasury Wine Estates’ new brand will have labels that function in tandem with an app designed by Tactic and J. Walter Thompson SF to display the tales of particular crimes and their perpetrators from the 18th century.

+advertising
+AR
+augmented reality
+Australia
+beverage
+brand activation & immersion
+Design
+Food
+Grocery
+mobile

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