Jones Soda unveils new augmented reality label series
By Food in Canada staffPackaging Beverages Augmented reality labels Editor pick Jones Soda
Jones Soda Co. has announced a new series of augmented reality (AR) labels featuring the popular fortune-teller character Zoltar reading humorous fortunes in short videos triggered by the Jones Soda app and a phone camera. The series follows last summer’s debut of Jones Soda AR labels showcasing extreme athletes and artists in action.
Hitting store shelves in the U.S. and Canada this month, the new labels were made possible by an agreement with Zoltar brand owner Characters Unlimited and its licensing agency, Firefly Brand Management. The labels will appear on Jones Soda’s top-selling Orange and Cream, Cream Soda, Berry Lemonade, Root Beer and Green Apple flavours, extending the company’s strategy of utilizing AR to provide a unique vehicle for brand storytelling as well as a compelling way of engaging with younger consumers.
“Our AR labels are unique in the soda category, a perfect fit for our brand personality, and a cornerstone of our content strategy to help attract new consumers in our demographic,” said Mark Murray, president and CEO of Jones Soda. “The Zoltar character is ideally suited to our AR initiative because he is instantly recognizable as an animated character. You can’t look at him without wanting to hear what he has to say about your future, even though you know it’s all in good fun.”
“We have licensed Zoltar across many platforms through our relationship with Firefly Brand Management, but this is the first time that our beloved Zoltar is appearing on soda bottles,” said Olaf Stanton, president and CEO of Characters Unlimited. “It’s a whole new way of bringing Zoltar to life and one of the most creative uses of the character we have seen to date.”
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