Desperados introduces augmented reality edition in France

A Heineken brand, Desperados is beer flavored with tequila. Heineken Group in France collaborated with artists from 9éme Concept, agency MNSTR and CCL Label to realize the AR, augmented reality, campaign.

When scanning the label with the Desperados App, artwork from street artist and sculptor Matthieu Dagorn unfolds (visible below), created using Google Tilt Brush, a virtual reality headset and hand controllers.

CCL Label produced the labels for both one-way and returnable bottles, with the EcoEmballage compliant one-way labels allowing efficient glass recycling. The WashOff Labels can be removed during the standard bottle washing process back at the brewery.

CCL Label explained that advertising for alcoholic beverages is strictly regulated in France, with millennials hard to impress owing to the amount of messages and images they are exposed to daily.

‘With the help of innovative packaging promotions like these, Heineken Group in France has found a very effective way to reach its main target group of young adults,’ CCL Label commented.