Embracing the tagline “Comfortable Hedonism,” Illicit Elixirs launched its new line of nonalcoholic, caffeine-free drinks with mature taste names and AR-enabled labels. In line with the model, the drinks are “designed to assist enhance and improve dopamine manufacturing throughout the physique.”
The Illicit Elixirs lineup consists of 4 fruity flavors: Late Night time Fruity Name, Let’s Celebration Peaches, Vegas Debauch-a-Berry and Watermelon Lime Thirst Entice. The 12 oz. cans characteristic illustrations by inventive collective Guts & Glory.
Illicit Elixirs partnered with AR studio Tactic so as to add an augmented actuality expertise to its cans.
“We felt AR was the proper strategy for our goal [audience], who values expertise and creativity above all,” Jason Gaboriau, co-founder of Illicit Elixirs, instructed Adweek.
“The mission of Illicit Elixirs is to unfold ‘comfortable hedonism’ all over the place. Having a can that involves life and brings a enjoyable smile is a vital a part of that.”
Consumers can scan the QR code on every can to activate an AR expertise that makes the illustrations on the entrance of the can to return to life. As a part of the expertise, the smiling character will digitally open its mouth to disclose an animation that’s themed to the flavour.
For example, the Vegas Debauch-a-Berry can exhibits a swinging trapeze artist, whereas the Let’s Celebration Peaches exhibits a DJ and dancing characters. Folks can report and share a video of the AR expertise.
“Tactic labored intently with Illicit Elixirs to create distinct tales or ‘skits’ for every taste that embody the model’s identification,” Peter Oberdorfer, president and govt inventive director at Tactic, instructed Adweek.
“Every can is stuffed with nice imagery, so having the ability to carry them to life was an ideal technique to leverage a three-dimensional cartoon to carry out a burlesque-style stage present utilizing the characters on the can.”
Illicit Elixirs 12-packs can be found on-line by Amazon and Walmart. 4-packs and particular person cans will probably be launched sooner or later.
