Dive Brief:
- Jones Soda Co. is launching new augmented reality (AR) labels to be featured on its bottles, per a company press release. The labels will appear on 1.5 million bottles across five of the brand's flavors in the U.S. and Canada.
- Consumers who scan the "Reel Labels" with their phone camera can watch short videos submitted by content creators on the new Jones Soda app. The content is "extreme"-themed and features an array of athletic and artistic activities, including professional scooter riding, street muralism and fire spinning.
- Jones Soda will also host a contest for the next cycle of AR labels, in which entrants can submit their own videos on the "Reel Labels" webpage. The campaign sees Jones Soda fitting a longstanding company tradition with a digital twist.
Dive Insight:
Jones Soda is activating AR tech in its labels to enhance engagement with consumers. Using their phone camera, consumers can scan images on bottles that carry the "Reel Label" icon to watch corresponding short videos through the Jones Soda app. Mobile scanners are a convenient way to turn a static image into an AR experience, and have been used by major brands like Burger King and Pizza Hut.
The effort builds on Jones Soda's longstanding tradition of featuring photographs submitted by fans in its labels, which have been the brand's calling card for more than two decades, Mark Murray, president and CEO of Jones Soda, said in the press release. By turning to mobile-facing, AR-powered images, the brand is hoping to reach younger consumers who are comfortable interacting with the digital 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," Murray said.
The images and their corresponding videos were submitted by content creators and revolve around "extreme" themes in art and sports, including professional scooter riding, street muralism and fire spinning. These types of videos can go viral on social media and could appeal to consumers who inhabit those sites. A contest to draft the 2022 cycle of AR labels, which will additionally hand out prize packs to 15 runners-up, could further drive consumer engagement.
The campaign also promotes Jones Soda's new mobile app, which consumers will have to download in order to scan the labels. By combining the scanner with other services that exist on the app, the brand could potentially streamline convenience for purchasing its direct-to-consumer (DTC) products. However, the need to download a separate app could limit engagement with the AR activation.
A recent change in leadership and brand strategy see Jones Soda looking to compete with beverage giants amid changing consumer habits. As companies like Coca-Cola and Pepsi leverage weighty marketing muscle, Jones Soda is angling for emotional connection, allowing consumers to help craft their campaigns while also bringing in digital activations to reach new audiences.
