FDBusiness.com

Soft drinks brand JuiceBurst has revamped its packaging to incorporate the latest augmented reality technology, allowing consumers to use their smart phones to interact with product

The Blippar-based technology, according to the brand’s owner Purity Soft Drinks, is said to be a first in the category.

Consumers can use their smartphone to take a picture of an image on a JuiceBurst label. This leads them to a video of the fruit exploding. It will also reveal links to JuiceBurst social media channels inviting further consumer engagement including competitions.

Purity Soft Drinks linked up with design agency Williams Murray Hamm and Berkshire Labels. JuiceBurst will also be launching its website via social media platform Pinterest.

Jon Evans, Marketing Director for Purity Soft Drinks said: “We are extremely excited about bringing Blippar technology into the soft drinks sector.  It’s something our core target audience, 18 to 24 year olds, know all about and use frequently via their smart phones.  By completely overhauling our packaging and making it interactive we feel it will not only stand out on shelf and in-store but also create greater engagement with our consumers.”

Garrick Hamm, creative director of Williams Murray Hamm added: “It’s packaging as media. A series of ‘outbursts’ with the pack literally shouting from the shelf as the fruit ‘bursts’. Artem, the special effects company behind some of the opening ceremony scenes at the Olympics, blew the fruit up for us while the action was filmed at high speed.  We just loved the idea of people watching the bursting fruit on their smart ‘phones as they shop the fixture. I don’t think anyone’s done that before.”