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Jones Soda Bottles Come to Life with AR Labels

Reflecting on the fact that its labels are the original user-generated content, for its 25th anniversary, Jones Soda relies on content creators to take its labels to the next level with augmented reality.

Jones Soda has brought its packaging to life with a series of limited-edition augmented reality bottle labels that showcase 15 extreme athletes and edgy artists in action.
Jones Soda has brought its packaging to life with a series of limited-edition augmented reality bottle labels that showcase 15 extreme athletes and edgy artists in action.

Jones Soda, “The People’s Craft Soda,” known for its unconventional flavors and user-designed label artwork, has brought its packaging to life with a series of limited-edition augmented reality bottle labels that showcase 15 extreme athletes and edgy artists in action. The AR labels are being used on five of Jones’s top-selling soda flavors, with a total of 1.5 million bottles produced for the campaign overall. The labels are activated by consumers through a new Jones Soda smartphone app, developed in partnership with experiential marketing agency Triggerhouse.

“Our labels have been our calling card for over two decades, establishing and reinforcing our brand personality with constantly changing photographs submitted by Jones fans,” says Mark Murray, President & CEO of Jones Soda. “Our new AR labels retain that authenticity and focus on consumer stories while also moving from still images to video to take advantage of newer technology. It’s a way of expanding our fan base and shelf appeal, particularly for ‘Gen-Z-ers,’ who are avid content creators themselves, while remaining true to our roots as the people’s craft soda.”


Read article   Read this story on how Morton Salt's packaging-based AR experiences #EraseFoodWaste.


Explains Jones Soda VP of Marketing Maisie Antoniello, because the company has a heritage in grassroots marketing, for the AR labels, it chose to highlight up-and-coming content creators who have a unique point of view and express themselves in creative ways, many of which are tied to Jones’s roots in action sports and the arts. “We have everything from a tattoo artist and skateboarders, which are very much old-school Jones, combined with ‘new-school craft,’ like jewelry design and scooter tricks,” she says.

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