Dive Brief:
- Anheuser-Busch is releasing its Oculto tequila-flavored beer in limited edition bottles that feature illuminated labels.
- With smart label technology and LED lights, a light will shine through the mask on the label when a consumer activates a pressure-sensitive switch with their thumb while holding the bottle.
- "When scanned, the bottles also connect to a geotargeted Web application called Relics of the Night that lets users interact with the brand digitally and win prizes by doing things like sharing photos," Adweek reported.
Dive Insight:
"Oculto's unique positioning and social nature inspired both the illuminated bottle and the Relics of the Night digital activation to further bring to life the personality of the beer," Oculto senior brand director Mallika Monteiro told Adweek.
Illuminated labels aren't the first packaging innovation AB InBev has worked on for Oculto, as the original bottles displayed hidden messages when the beer was cold.
This is another instance of AB InBev utilizing the Internet of Things for marketing purposes, as earlier this year, the company also created the Bud-E Fridge, a Bud Light-branded smart beer fridge that tells consumers when their stock is running low and connects consumers to an alcohol delivery service.
