Birra Moretti is encouraging consumers to pick up a pack of its beer with a special gift as a way to help them 'Live Italian' this spring. The campaign consists of four limited-edition regional glassware styles that are each emblazoned with Italian landscape imagery and come as a complimentary offering with every pack of the brand's beer. The glassware is packaged in boxes with a QR code on them that shoppers can scan to enjoy an augmented reality (AR) experience where they can play games, discover Italian food recipes and more.
Brand Unit Director at Heineken UK Matt Maltzstein commented on the Birra Moretti campaign saying, "We want to leverage the success of recent years and help our audience to continue to enjoy, understand, relate to and experience life’s simple pleasures by showing consumers what it really means to ‘Live Italian’. Our collectable regional glassware will help grow relevance with Gen Y audiences while providing a big sales opportunity for stockists UK-wide."
Complimentary Glassware Beer Campaigns
Birra Moretti Offers Collectible Glasses with Every Pack
Trend Themes
1. Complimentary Glassware Offers - Complimentary glassware offers as a marketing tool for promoting brand awareness and boost sales.
2. Regional Glassware Styles - Limited-edition regional glassware styles that are each emblazoned with Italian landscape imagery can be used as a trend to offer collectibles to drive sales.
3. Augmented Reality Promotions - Augmented reality (AR) experiences through QR codes on packaging can create new and exciting ways for customers to engage with brands and products.
Industry Implications
1. Beverage Industry - The beverage industry can utilize collectible glassware offers and regional styling to increase brand awareness and boost sales
2. Marketing and Advertising Industry - Marketing and advertising industry can utilize augmented reality experiences through QR codes in a brand's packaging as enhancing user experience can drive engagement.
3. Retail Industry - Retail industry can partner with brands to host limited-edition campaigns and engagement-based offers to drive foot traffic and sales.