Bacardi has used a digital printing technology supplied by Dekron on an O-I: Expressions bottle to customize a limited edition promotion. The company has replaced the usual sleeve label with direct-to-bottle digital printing, using organic inks. In addition, an innovative Augmented Reality (AR) experience and a Snapchat Lens can be unlocked via the Snapcode on the bottle.
This is the first time Bacardi has offered an AR experience through Snapchat and the first time it has used O-I: Expressions. It is featuring on the Carta Blanca rum range launching in eight markets during 2020.
The direct-to-bottle digital printing is claimed to improve the environmental footprint of the product and reduces its use of plastic. On the shelf, the bottle stands out through its 360 degree, full-colour print of palm leaves and tropical flowers, says the company. Through the selective application of design elements in O-I: Expressions Relief, a tactile effect was also added to the Bacardi bat motif and the brand name, along with selected leaves and flowers.
Simone Kockelmann, customer marketing manager Bacardi Europe, said, “Consumers are looking for personalized brand experiences. The digitally printed bottle, together with our AR experience and the Snapchat lens, transport the user to the homeland of Bacardi, the shores of the Caribbean.”
Melianthe Leeman, global innovation leader for O-I, added: “The Bacardi rum limited edition is a great demonstration of how limited editions are increasingly important in maintaining brand relevance with consumers. We are working with the brand and several other spirits producers on a range of projects which will further demonstrate the appeal of our late-stage differentiation and customization services.”
The limited edition launched this month in Austria, Italy and Denmark and is due for a second roll out in Germany, Ireland, Croatia, Romania and Slovakia in autumn to capitalize on the pre-Christmas sales period.
Source : AIPIA Newsletter