A Snapchat code plus digitally printed decoration create an immersive brand experience
Mex, Switzerland, July 1, 2020 – Bacardí rum, the number one rum in Europe, has chosen O-I : EXPRESSIONS, O-I’s bottle customisation service enabled by digital printing, to create a stunning limited edition bottle.
Simone Kockelmann, Customer Marketing Manager BACARDí Europe says, “Consumers are looking for personalised brand experiences. The digitally printed bottle, together with our AR experience and the Snapchat lens, transport the user to the homeland of BACARDÍ, the shores of the Caribbean. We previously used sleeves for our limited edition bottles, but O-I : EXPRESSIONS gives a much improved look and feel to the packaging and is a more sustainable alternative.”
The brand’s Caribbean spirit is the heart of the promotion, starting with the bottle’s graphic design. On the shelf, the bottle stands out through its luscious, 360°, full colour print of palm leaves and tropical flowers. Through the selective application of design elements in O-I : EXPRESSIONS RELIEF, a tactile effect was added to the Bacardí bat motif and the brand name along with selected leaves and flowers. An innovative Augmented Reality (AR) experience and a Snapchat Lens can be unlocked via the Snapcode on the bottle. This is a first for the brand with the exclusive Snapcode featuring on the Carta Blanca rum bottle launching in eight markets in 2020.
Replacing the sleeve with direct-to-bottle digital printing, using organic inks, improves the environmental footprint of the product and reduces its use of plastic. The limited edition launched on July 1 in Austria, Italy and Denmark. A second wave for Germany, Ireland, Croatia, Romania and Slovakia follows in autumn to capitalise on the vital pre-Christmas sales period.
Melianthe Leeman, Global Innovation Leader for O-I says, “O-I : EXPRESSIONS has been enthusiastically embraced by the wine industry and we were confident that it was an equally desirable solution for spirits brands. The BacardÍ rum limited edition is a great demonstration of how limited editions are increasingly important in maintaining brand relevance with consumers. We are working with the brand and several other spirits producers on a range of projects which will further demonstrate the appeal of our late-stage differentiation and customization services.”
At O-I Glass, Inc. (NYSE: OI), we love glass and we’re proud to make more of it than any other glass bottle or jar producer in the world. We love that it’s beautiful, pure and completely recyclable. With global headquarters in Perrysburg, Ohio, we are the preferred partner for many of the world’s leading food and beverage brands. Working hand and hand with our customers, we give our passion and expertise to make their bottles iconic and help build their brands around the world. With more than 27,500 people at 78 plants in 23 countries, O-I has a global impact, achieving revenues of $6.7 billion
About BACARDÍ® Rum – The World’s Most Awarded Rum
In 1862, in the city of Santiago de Cuba, founder Don Facundo Bacardí Massó revolutionized the spirits industry when he created a light-bodied rum with a particularly smooth taste – BACARDÍ. The unique taste of BACARDÍ rum inspired cocktail pioneers to invent some of the world’s most famous recipes including the BACARDÍ Mojito, the BACARDÍ Daiquirí, the BACARDÍ Cuba Libre, the BACARDÍ Piña Colada and the BACARDÍ El Presidente. BACARDÍ rum is the world’s most awarded spirit, with more than 800 awards for quality, taste and innovation. Today, BACARDÍ rum is made mainly in Puerto Rico where it is crafted to ensure the taste remains the same today as it did when it was first blended in 1862. www.bacardi.com
The BACARDÍ brand is part of the portfolio of Bacardi Limited, headquartered in Hamilton, Bermuda. Bacardi Limited refers to the Bacardi group of companies, including Bacardi International Limited.
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