19 Crimes ‘living wine labels’ include holographic Snoop Dogg

Treasury Wine Estates-owned 19 Crimes has added to its array of augmented reality (AR) experiences with a holographic Snoop Dogg, who “jumps right off the bottle” to answer customers’ questions about his Snoop Cali Rosé.

“We were able to launch the next evolution of AR wine labels with ‘Ask the Doggfather’,” Ming Alterman, Brand Director of 19 Crimes the brains behing 19 Crimes augmented reality, explained. “The interactive web-based augmented reality allows consumers to interact with Snoop without downloading an app. Instead of a face talking off the bottle, Snoop now jumps right off the bottle and answers any questions his fans would like to ask.”

Alterman described Snoop Dogg as “an entertainment and California icon who embodies the spirit of 19 Crimes–rule breaking, culture creating and overcoming adversity.”

19 Crimes wine labels are known for telling a story of real British convicts who were transported to Australia as punishment for comitting one of 19 crimes.

“We had a brand that was already resonating with consumers because the stories of the people on our 19 Crimes labels were real and they were pioneers. What better way to tell their authentic stories than hearing it through their voice?” Alterman said of the living labels concept.

“AR gave us the unique opportunity to let these historic criminals-turned-colonists tell their own stories in a way that resonates with today’s consumer,” Alterman added.

The new AR concept requires only an internet connection, making it easy for consumers to use.

Read More: Snoop Dogg adds California rosé to wine range

H/T: Forbes