The company announced the new labels on Wednesday that come to life in a video on the Jones Soda app. Consumers use their phone camera to scan the bottle labels’ image within the app, allowing them to see the world of an influencer up close. You’ll be able to have a sneak peek into the life of a BMX rider, a beach volleyball player, a breakdancer, a roller skater, a skateboarder, a surfer, a circus performer, and more. “Our new AR labels retain that authenticity and focus on consumer stories while also moving from still images to video to take advantage of newer technology. It’s a way of expanding our fan base and shelf appeal, particularly for ‘Gen Z-ers’ who are avid content creators themselves, while remaining true to our roots as the people’s craft soda,” said Mark Murray, president and CEO of Jones Soda, in a press release. The AR labels only appear on the brand’s top five soda flavors: Orange and Cream, Cream Soda, Berry Lemonade, Root Beer, and Green Apple. Jones Soda also said you could submit your own video for the next AR label series scheduled to be released next spring. The company’s move to include AR in its marketing is smart since consumers are more drawn to interactive marketing. According to a survey from Gfk and cited by eMarketer, 45% of 19-28-year olds and 49% of 29-38-year olds are more likely to visit a store that offers a virtual reality or AR experience. Facebook even launched interactive AR ads in 2019 to let you play games or see how a shade of makeup looks on your skin.
