Its the question on every Marketeers lips, how to engage their brand with a millennial audience by creating a memorable experience which can be enjoyed, shared and talked about? Heineken owned beer brand Desperados turned to special edition packaging to reach an audience uninterested by traditional advertising and in a category heavily regulated by French law.
In partnership with a group of artists called the 9ème Concept and agency MNSTR, the 19th Desperados special edition label introduced augmented reality to help create a deeper consumer experience. This augmented art was created by street artist and sculptor Matthieu Dagorn using only a VR Headset and a couple of hand controls (easier said than done) when customers scan the label using the Desperados app, they can watch the virtual sculpture unfold around them.
This is a perfect example of how packaging can constantly evolve with the target audience, creating curiosity and desire for the product.