Simone Kockelmann, Customer Marketing Manager BACARDí Europe, says, “Consumers are looking for personalized brand experiences. The digitally printed bottle, together with our AR experience and the Snapchat lens, transport the user to the homeland of BACARDÍ, the shores of the Caribbean. We previously used sleeves for our limited edition bottles, but O-I : EXPRESSIONS gives a much improved look and feel to the packaging and is a more sustainable alternative.”
The brand’s Caribbean spirit is the heart of the promotion, starting with the bottle’s graphic design. On the shelf, the bottle stands out through its 360° full-color print of palm leaves and tropical flowers. Through the selective application of design elements in O-I : EXPRESSIONS RELIEF, a tactile effect was added to the BACARDÍ bat motif and the brand name along with selected leaves and flowers. An innovative Augmented Reality (AR) experience and a Snapchat Lens can be unlocked via the Snapcode on the bottle. This is the first time Bacardi has offered an AR experience through Snapchat and the first time it has used O-I: Expressions.
Replacing the sleeve with direct-to-bottle digital printing that relies on organic inks improves the environmental footprint of the product and reduces its use of plastic. The limited edition launched on July 1 in Austria, Italy, and Denmark. A second wave for Germany, Ireland, Croatia, Romania, and Slovakia follows in autumn to capitalize on the vital pre-Christmas sales period.
For more on direct digital printing of bottles, see these two items:
Melianthe Leeman, Global Innovation Leader for O-I, says, “O-I : EXPRESSIONS has been enthusiastically embraced by the wine industry and we were confident that it was an equally desirable solution for spirits brands. The BACARDÍ rum limited edition is a great demonstration of how limited editions are increasingly important in maintaining brand relevance with consumers. We are working with the brand and several other spirits producers on a range of projects which will further demonstrate the appeal of our late-stage differentiation and customization services.”