Oculto, meaning "hidden" or "waiting to be found,” is a tequila-flavored beer infused with blue agave for a bright citrus flavor.
Launched on Friday the 13th the brand encapsulates mystery and intrigue, says Jorn Socquet, vice president of marketing at Anheuser-Busch. “While launching on Friday the 13th may seem unlucky, we’re challenging the superstition. It fits Oculto perfectly. It’s unique. From our approach to our packaging, we’re doing things differently.”
Anheuser-Busch InBev wanted to bring the brand to life, a challenge that Constantia Flexibles Labels Division was happy to take on. The result is a multi-sensory set of pressure sensitive labels. The front label features the brand’s signature mask with a tactile ink as well as black light inks to enhance the consumer’s experience. The back label incorporates a thermochromic ink that changes color in response to temperature variation. At room temperature the labels feature blue agave leaves; when cold, the design transforms and the eyes are revealed.
Constantia Flexibles Labels Division was delighted to be involved with this project on both sides of the Atlantic. Launched in Europe in 2014, the alternatively named Cubanisto is a rum flavored beer. Also printed on pressure sensitive labels, the design is parallel, incorporating the intriguing eyes on the back label and including an optical brightener and foiling effects for on trade bottles.
“Oculto packaging is an innovation in itself. It brings to life a look that is premium, seductive and energetic,” says Socquet. “It features a multi-sensory experience, including multiple crown graphics, tactile printing and black-light inks.”
