BlueTriton Brands is helping shoppers take their cocktail mixing to the next level — and maybe to another dimension — through an augmented reality experience for ORIGIN™ Sparkling Water.
To help position ORIGIN as an ideal mixer for cocktails and mocktails while launching the newest flavor (peach) in the portfolio, BlueTriton and The Mars Agency created an energetic brand experience that helps shoppers “become the easy, breezy, effortlessly cool host we all aspire to be” by learning how to make four unique drinks, as explained by the dynamic mixologist who serves as host. (Watch video below).
Visitors to the online experience can take a quiz to decide which concoction will best fit their tastes, download the recipes to their devices, and immediately buy ORIGIN products through program partner Instacart. Built and operated by tech partner Blippar, the AR experience launched in April and will remain live throughout 2023; new cocktails will be added in the fall to keep the experience fresh for shoppers.
“Our team was so excited to see the Origin AR experience go live,” said Jenna Batista, National Shopper Lead for BlueTriton Brands. “Mars took our problem to solve and created an innovative idea that we feel will really move the mark on Origin Sparkling at retail.”
The Mars Agency led and executed all the conceptual work, which included a two-day video shoot in its Southfield, MI, headquarters and the complete design of the 3D environment. The agency also determined last-mile delivery leader Instacart to be an ideal commerce partner, thereby giving users a seamless shopping experience.
Marketing support for the program spans the full connected commerce ecosystem:
- On-pack stickers containing QR codes linking to the experience.
- Customer-specific creative for in-store and online activation at key retailers such as Kroger and Albertsons.
- Partnerships with media influencers.
- Organic social media.
- Programmatic display, paid search and paid social advertising driving consumers to the experience or Instacart.
- A brand page on the Instacart platform presenting the recipes and other assets from the experience.
- Pre-launch materials to promote the experience internally at BlueTriton and help the sales team gain retailer support.
“We’re delighted to have partnered with BlueTriton to give ORIGIN its first shopper-led, through-the-line program to drive both brand awareness and conversion,” said Samantha Bremer, Senior Manager, Client Leadership at The Mars Agency. “We’re constantly exploring the use of technology to bring innovation to the commerce space, and this AR experience let us apply the tried-and-true principles of shopper engagement — navigation, education and inspiration — in an entirely new way.”
About The Mars Agency
The Mars Agency is an award-winning, independently owned, global commerce marketing practice. With talent around the world, they connect people, technology, and intelligence to create demand and drive profitable, sustainable growth. Learn more at themarsagency.com.