Treasury Wine Estates' 19 Crimes brand is now using augmented reality to bring its dynamic wine bottles to life, particularly to make the packaging all the more appealing to an audience of young men.
The Banished was recently introduced as a new kind of dark red wine that may be paired with an AR app. Once a mobile device's camera is pointed towards the bottle's label using the app, it becomes animated and comes to life to tell a story. As the product takes inspiration from the many British convicts transported to Australia, the experience tells the story of many real stories of men and women in the 19th century.
As Treasury Wine Estates managing director Tom King says: "Our insight clearly shows that millennials like brands with real and authentic stories and our AR innovation really brings the 19 Crimes story to life."