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We’ve all been told not to evaluate a book by its cover, but in point of fact, the eye-catching artwork displayed on packaging has an undeniable impact on our purchasing decisions.
Now, global winemaker Treasury Wine Estates has combined art and technology to make wine labels an excellent more impactful influence for consumers with the Living Labels app, a mobile application with greater than two million downloads globally since its launch.
The Living Labels app can bring an array of Treasury Wines labels to life using Augmented Reality, a technology that superimposes a computer-generated image on a user’s view of the actual world, thus providing a composite view.
19 Crimes
Perhaps probably the most iconic Living Labels brand is nineteen Crimes, which uses the AR technology to let infamous convicts from history inform you their side of the story once you scan the label together with your smart device.
TWE’s deputy chief marketing officer Angus Lilley told Food & Drink Business last 12 months’s 19 Crimes launch was a “runaway success.”
“19 Crimes has gained traction quickly and is currently growing 21x faster than the red wine category,*” Lilley said.
The Walking Dead
Fans of The Walking Dead are only as ravenous because the hordes of zombies featured within the long-running television series and graphic novels. The Living Labels app animates an array of undead carnage from a harrowing supply run starring series lead Rick Grimes, to a singular feature that lets you mix multiple bottles of wine to unlock the final word showdown between the living and the dead.
emBRAZEN
One of the latest additions to the Living Label collection, emBRAZEN goals to be greater than only a wine brand. Celebrating trailblazing women of the past, emBRAZEN labels feature fierce women like Josephine Baker, Nellie Bly, and Celia Cruz, inspiring a brand new generation of ladies to proceed their journey.
When consumers scan their emBRAZEN label with the Living Label app, the torch icon is about ablaze, appearing to burn away the label to disclose a brand new layer of artwork. Users can interact with the app by dragging their fingers over the label to “burn” away latest layers, revealing how each woman earned her place in history.
Chateau St. Jean
The Living Wine labels allows Chateau St. Jean winemaker Margo Van Staaveren to share her story and the way sharing a love for winemaking led to the pairing of a lifetime.
Beringer Brothers
The Beringer Brothers collections honors the roots planted by Jacob and Frederick Beringer 150 years ago. The Living Labels app brings these pioneering brothers to life on their wine aged in Bourbon barrels.
Consumers have been captivated by the modern storytelling and gamification offered by the Living Labels app, giving a robust competitive edge to those brands, which also include Matua, Lindeman’s, and Gentleman’s Collection, within the retail market space.
* In retail sales value. Source: IRI AZTEC Australia Liquor Unweighted MAT 15/07/18
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