Oculto presents new illuminated bottle design
Oculto, the unique tequila barrel-aged blend of beer and lager, has showcased two new interactive packaging innovations – including an illuminated bottle design and a web-based app utilising Internet of Things technology.
To create the illuminated bottle, the brand partnered with Inland Packaging to leverage smart label technology featuring printed electronic pathways, paper batteries, micro switches and LED lights with a pressure sensitive label design.
The pressure switch is placed where the thumb naturally falls while holding a beer bottle, and once pressed, the LED lights begin to shine through the eyes of the mask on the front of the bottle for about three to four seconds. The special edition bottle will be featured at select Oculto events during 2016, according to brand owner Anheuser-Busch.
In addition to the illuminating bottle, Oculto also unveiled a geo-targeted web application called Relics of the Night last November, marking the first time an Anheuser-Busch brand has used Internet of Things technology through bottle scan. It allowed consumers to scan the Oculto mask on their bottle, signage or napkin and upload their image to a specially created webpage at select events.
Once uploaded, consumers were given the chance to “spin the bottle” and win prizes including a $25 credit for car service, Minibar delivery, Oculto T-shirt, Miami Heat basketball tickets or a VIP table at LIV nightclub in Miami.
Both of these innovations would help to further characterise Oculto as a brand with a mysterious, seductive and intriguing personality, Anheuser-Busch said.
Oculto senior director Mallika Monteiro said: “With the original Oculto packaging, we focussed on creating a truly innovative bottle with a host of discoverable elements –everything from hidden messages on the back of the label to eyes that mysteriously appear when the bottle gets cold. Oculto’s unique positioning and social nature inspired both the illuminated bottle and the Relics of the Night digital activation to further highlight the personality and social nature of the beer.”
Inland packaging innovation director Tricia Sime added: “Inland is thrilled to partner with Oculto to create this innovative, illuminating bottle. This technology demonstrates how packaging and marketing can come together to bring consumers a full sensory experience.”
