LIVING WINE LABELS (LWL)
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Augmented Reality App
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A first of its kind in the wine category. This AR app is activated by the packaging and brings brand stories and experiences to life.
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opportunity
Today, wine brands does not only compete within the wine category, the popularity of craft beer and cocktails have contributed to an almost stagnant 2% yearly growth of wine consumption. This flat trend made it harder for Treasury Wine brands to gain premium shelf space, moreover the retailers’ clean store policy prohibited in-store advertisements and further limiting ways to communicate with shoppers.
Multi-media in-store display to showcase various Living Wine Labels enabled wines. The screen shows a video with instructions on how to download and use the app.
A LWL-branded sampling kit for on location testing during the Living Wine Labels launch. The kit included posters, banners, take-away cards, stemless disposable wine glasses, table cloth and apron.
Chief Winemaker, Margo Van Staaveren describes the unique terroir of Sonoma and tells you her own love story.
This AR experience helps you dive into Jacob and Frederick’s world in the 1860's. Listen to the brothers’ tales and antics set within a historical photo in front of their distillery.
Watch the Walking Dead characters and their zombie nemesis in action right in front of you. Put two bottles together and see the characters interact.
solution
With Living Wine Labels, my team and I utilized technology and the product packaging to engage with our consumers by turning wine bottles into storytelling devices. The various brand experiences within the LWL App brought surprise and delight to our consumers and turned them into brand advocates as they share their experiences with their friends and family.
results
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3M+ Downloads (Globally)
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125M+ Earned Media Impressions
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3:39 minutes Average App session
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25 Unique Experiences
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4.3 stars on App Store
press & award
Shanken News: Treasury Sees “Living Wine Labels” App Drive...
The Caples Awards: Innovation, Bronze
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