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Augmented Reality and Packaging

Is augmented reality the future of packaging?

“Augmented Reality” or “AR” has been around for a while now with probably it’s most successful application being the Pokemon GO app which seemed to take the world over for a short period with people strolling into oncoming traffic in order to snag some serious Poke-Coinage.

It seemed a fairly pointless fad at first but when you consider that the app was getting people to explore the world around them, and go to places they would never normally go, you could see that it had the potential for something more meaningful.

A recent commission by Treasury Wine Estates saw J. Walter Thompson and app developer Tactic come together to create a series of labels for TWE’s latest brand; 19 Crimes.

Once the TWE app has been downloaded, you can point your phone at the labels and the app overlays a 3-dimensional movie onto the bottle! In this way they are able to immerse consumers in history, engage them with figures from criminal history who come to life to tell their tales.

This is a fantastic way to add another layer not only to the entertainment value of a bottle of plonk but also to add depth to the brand experience, include stories about the vineyards, producers, palette or pairing information, harmful use warnings, or at the very least inform people of promotions or events.

The only real snag I can see with this technology is perhaps that extra step of having to download the app may get in the way. For some people it will be one step too many and one app too many. But I think that people are so used to this step now and the benefits are too great. Add to that the buzz around a relatively new technology (new in this application) and I think it will be enough for wineries, breweries and distillers to take this up in a big way. And hopefully, down the track, we see apple and android phones with the ability to recognise and respond to these visual cues without the need for different apps (They are hinting at this already).

If this happens, I’m sure we’ll see this on almost every package being made. It is very exciting, and I can’t wait to have a good old chat with my bottle of wine.

Eddy Sara
Creative Lead
LIGHT+DARK
es@lightanddark.com.au

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