From QR code stickers to wine labels with in-built Augmented Reality capabilities, technology is transforming the wine and beverage label industry. Perhaps one of the most well-known and illustrative examples of how tech can be used to boost your wine’s sales is the relatively recent campaign for the 19 Crimes label.
19 Crimes: A retrospective
Back in 2018, the Australian organisation Treasury Wine Estates collaborated with celebrity rapper Snoop Dogg to create an industry first: a wine label design that could be brought to life.
In this campaign, called “Ask the Doggfather”, consumers could interact with the label by using nothing more than their smartphone. The interactive and web-based AR embedded in the wine labels made Snoop Dogg move and talk.
You can see the actual beverage labelling right here.
What were the results?
If you’re wondering whether this marketing ploy was any more than just a gimmick, the numbers speak for themselves.
- Wine bottle sales increased from 4 million to 18 million a year in just 18 months.
- The share price of Treasury Wine Estate jumped from $4.00 to $19.47 in 2018.
- The many videos of the “Ask the Doggfather” wine labels have amassed millions and millions of viewings online.
Sales, branding, and consumer engagement were all enormously impacted by this successful 19 Crimes campaign.
Why was it so successful?
An integral part of learning from the success of this Snoop Dogg AR campaign is to understand why it was so successful.
Since 2018 and as AR technology has only become more and more sophisticated, many other labels and brands have attempted similar campaigns. However, merely replicating what the 19 Crimes brand managed to do technologically missed the point.
So, why was it so successful?
1: Unique application of AR format
There are many, many ways to incorporate technology into your wine label design. However, incorporating it for the sake of it is not enough. The success of the Doggfather campaign was that it was different, unique and didn’t just repeat the same info provided on the beverage labelling already in a different format.
2: Engagement
The marketing team behind 19 Crimes knew that consumers wouldn’t simply buy wine with a gimmicky label. They wanted something that entertained and engaged their imagination. Leveraging the personality of Snoop Dogg and infusing that in a way that people could derive enjoyment from was a key to their success.
3: Consistency
Shoe-horned technology onto a wine label is not going to cut it in today’s competitive markets. 19 Crimes’ wine bottles, from its shape to its colour, all complemented the use of AR in a way that made the entire experience consistent and–just to repeat the word for effect–engaging.
How you can incorporate technology into your beverage labelling
So, how can you use technology to take your wine or beverage labels to a new level? How can your branding be elevated through the use of this cutting-edge, exciting and near limitless technology?
The team here at The Label Factory are dedicated to helping you do exactly that. We know how to turn the humble label into a tool for storytelling and brand amplification.
Read to find out more? Start off by requesting a custom quote today!
