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  • David.PackagingSolutions

Bringing the dead to life

Every autumn in Mexico they celebrate 'El Día de los Muertos' or 'The Day of the Dead' bringing families together to remember their deceased relatives and Constellation Brands wanted to make use of this in the marketing for Victoria, Mexico's oldest beer, bringing the worlds of print and digital together through the imaginative use of AR, or augmented reality, on the beer bottle labels.

Created by Chicago-based packaging design agency Upshot working with their AR partner Groove Jones, the packaging connects consumers through an augmented reality (AR) activation. Customers can then use their mobiles to interact with three different Día de los Muertos label designs, each of which comes alive through different animations.

As well as the beer bottle labels the QR codes to enact the AR experience were also added to the outer packaging for six and twelve packs as well as beer mats for in-store promotions too. We think it's a clever marketing stagey and a good way to bring printed packaging to life.

Constellation Brands -

Upshot agency -

Groove Jones AR -

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