The Glenlivet: Premium Packaging with AR

June 2018

Augmenting The Glenlivet tasting experience

AR-enabled product packaging is quickly becoming a brand's most powerful owned media channel. In this instance, The Glenlivet collaborated with Shazam, creative agency OLIVER and Zappar to create an augmented reality tasting experience that put discerning whisky drinkers’ pallets to the test.

The experience (launched through the Shazam app) brought master distiller Alan Winchester to life, explaining the mysterious story behind Glenlivet’s distinctive taste.

Users were challenged to decode the whisky’s ingredients in a series of mini-games by selecting four aromas for the nose and four flavors for the palate from thousands of possible combinations. Tasters were given a score which they could share to social media to see how they measured up against their peers. The Glenlivet’s gamified AR campaign is a great example of augmented reality being used to add value, post-purchase. By adding a swig of interactivity and intrigue to the Glenlivet story, they were able to reach a new demographic in an immersive and engaging way.

In the media

The Drum: ‘Shazam and Glenlivet hide a hologram in a bottle for code-breaking experience’

Campaign: Shazam and Glenlivet partner to bring back coded single malt

Mobile Marketer: Glenlivet partners with Shazam on AR tasting experience

Media Post: Shazam, Glenlivet Team For AR Experience From Whiskey Bottle