AR in Beverage Marketing Strategies—Driving Consumer Engagement and Sale
Got a thirst for innovation in your marketing campaign? See the strategies we incorporated to promote alcoholic and non-alcoholic beverages with Augmented Reality. ⤵️
But what makes AR and beverage marketing a perfect match, exactly? The answer is simple: expectations. Whether you’re introducing a new product, or simply want to increase the reach of your brand’s communication, each marketing strategy needs to answer specific customer needs—and those have significantly changed in the last few years.
What does the Modern Customer need?
21st-century consumers seek, most of all, engagement and interaction. After years of being bombarded with ads both in real life as well as on social media, we’re way past the times when passive messages lure in new customers by simply telling them about the product.
Nowadays each marketer striving for a successful campaign needs to think outside the box. How can you directly engage your customers? Bonus points for going online, as the generation of Digital Natives became the primary target audience for most brands.
So don’t be afraid to go beyond traditional advertising and choose Augmented Reality—the ultimate tool to spark interest, increase the time spent with the brand’s campaign and as a result build strong, long-lasting connections.
AR in Alcoholic Beverages Promotion
Some industries – with alcoholic beverages as one of them – have strict legal regulations regarding marketing channels, making it more difficult to promote the products through some social media platforms and AR Filters.
But that’s where WebAR experiences and dedicated mobile apps come in: the age-gated channels are still easily accessible for the user, allowing marketers to use all of the advantages of AR advertising without worrying about legal restrictions.
Johnnie Walker AR Mural
With the City Walkers – Undiscovered Paths campaign for Johnnie Walker, the MSL PR agency chose a holistic approach, inspiring audiences to explore new passions and pursue their dreams in four different ways. The campaign’s recipients could watch inspirational stories of 4 local urban talents from various artistic fields, see a Warsaw-themed mural art by Alek Morawski, activate an AR experience or simply enjoy the gamification features.
Using 8thWall’s abilities, we brought Alek Morawski’s mural to life, using target tracking to move and resize static illustrations. A gamification layer, inspired by Where’s Wally?, encouraged users to find hidden Johnnie Walker figures, rewarding successful participants with exclusive drink coupons and branded merchandise.
Make Life Prosecco
With the Make Life Prosecco campaign, our vision was to infuse every customer’s experience with the essence of Italian La Dolce Vita. Through 8thWall, we created an entertaining, web-based AR experience that seamlessly integrated with the product’s packaging, activated simply by scanning one of three distinctive bottles.
Lubelska
Similar to the Stock Prosecco campaign, Lubelska’s AR promotion also focused on immersive packaging, exploring the brand’s signature features. This time, however, the focus shifted to flavour—highlighting their tropical range with enticing options like mango and pomegranate. This led to the creation of a vibrant digital tropical jungle, packed with fun, gamified elements to entertain and captivate users.
The experience had all the party essentials: a truth-or-dare generator, allowing users to keep the fun going for hours, a drinks menu with cocktail recipes that users can easily make at home, and even a Spotify playlist filled with the perfect songs to set the party mood, equipped with vibrant, animated visuals perfectly reflecting Lubelska’s spirit.
Coca-Cola Zero Sugar AR Experience
With 3D animations activated after scanning the can, the AR campaign for Coca-Cola Zero Sugar goes beyond the typical unboxing experience.
The campaign–initially directed at brand ambassadors– allowed users to unlock reality-transforming digital animations and (literally) dive into the world of Coca-Cola Zero Sugar, sparking interest in the product and increasing the time spent with the brand.
Instead of a passive viewing experience, users were actively involved, discovering layered content and animated storytelling that enriched their understanding of Coca-Cola Zero Sugar. This extended engagement time is invaluable in a competitive market, as it allows the brand to leave a lasting impression on consumers, ultimately driving brand loyalty.
Tymbark: Caps Scanner
Collaborating with Tymbark, we aimed to create an experience that encouraged customer interaction, by connecting a real-life challenge with digital rewards. To take part, users had to collect up to 8 Tymbark’s signature green caps and then scan them with a web-based AR app. Each bottle cap revealed a unique video, featuring some of Poland’s most popular musical talents.
The more caps scanned, the higher the chances of winning, with an extra reward for those who scan all 8 caps: early access to the campaign’s flagship music video before its official release.
This campaign merged physical product interaction with digital engagement, highlighting the power of AR in modern marketing. The experience went beyond traditional advertising by immersing users in a gamified journey that strengthened their emotional connection to the Tymbark brand. Each scan became a rewarding touchpoint, not only extending the time consumers spent with the product but also motivating them to seek out more interactions to unlock additional content.
Coca-Cola Beat Maker
While the AR packaging experience is a great tool to engage consumers, there’s a number of other features that spark the user’s interest—take personalization as an example.
Regal Blends & Beats AR Post Stickers
Bringing together communities through the universal language of music, Regal Blends & Beats celebrated talents in the artistic industry, allowing the chosen ones to participate in a secret event in Dubai. The night was filled with dynamic energy, emphasising the unique sounds and community spirit of the Amapiano music genre.
And while not all could attend the event, everyone was able to access web-based mini-game promoting Regal Blends & Beats.
Engaging AR in Beverage Marketing Strategy
AR not only enhances the product experience but also fosters deeper emotional connections with customers. The success of campaigns for Coca-Cola Zero Sugar, Tymbark, and Lubelska highlights AR’s potential to create memorable, interactive experiences that resonate with modern audiences.
By transforming traditional marketing into interactive, gamified journeys, brands can effectively capture attention and extend engagement, leading to increased brand loyalty and visibility. As consumer expectations continue to evolve, embracing AR technology will be crucial for beverage brands looking to stand out in a crowded market, driving sales and forging lasting connections in the process.
