Maybelline, Bacardi, 19 Crimes, Three Olives and Mattel Tap Tech for Immersive Brand Experiences
No longer are consumer goods brands simply relying on brand loyalty nurtured via traditional channels to ensure long-lasting relationships. Particularly as shelves are increasingly packed with new names and products, consumers can feel overwhelmed by choice. This requires differentiation.
With an assortment of tech-powered offerings now available to enterprises willing to step outside the box, CG companies are learning to prevent loyalty burnout with efforts that immerse consumers into the world of the brand, tapping into technologies like augmented reality, virtual reality, and artificial intelligence.
These are a few of the latest initiatives from consumer goods companies.
Three Olives
Similar to Coca-Cola’s recent Year 3000 AI renderings, vodka company Three Olives — owned by Proximo Spirits — is offering an artificial intelligence experience in which consumers can use its “The Generager” AI-powered party builder to design a unique party theme.
Participants will then be able to share these renderings on social media and have the opportunity to win a grand-prize of a real, in-person party based on the creation. The company will also give $100 ReserveBar gift cards to 33 additional winners, selected weekly.
To enter, they’ll need to visit threeolives.com/TheGenerager, where they can select any three party “ingredients” to create their final rendering. Each party comes with a recommendation for a Three Olives cocktail and outfit.
"With the Generager, Three Olives is merging the modernization of AI technology with the timeless essence of a great party, to offer people a tool that opens the door to endless discovery," said Lander Otegui, SVP of marketing at Proximo Spirits in a statement. "We believe that every individual deserves to celebrate in a style uniquely their own and by leaning into modern technology we're making it easier than ever to create unforgettable, personalized experiences."
Maybelline New York
Roblox continues to be an ever-popular platform for brands looking to dip their toes into the world of the metaverse. Maybelline New York is the latest company to use it, launching a “Makeup Your Mix” campaign that offers a virtual world complete with makeup looks, mini games, and exclusive music.
Working with Splash, the company is allowing Roblox users to visit the Maybelline New York lounge and Graffiti Room to experiment with Maybelline products and play with pre-loaded six makeup looks. The company is tapping into gamification and branded activations within this experience, giving participants a chance to win and collect Maybelline merchandise and clothing.
[Also Read: Maybelline Taps Microsoft Teams to Bring Virtual Makeup Looks to Life at Work]
"Our partnership with Splash on Roblox allows us to seamlessly integrate our products into an interactive world. With a diverse range of virtual makeup looks created by talented makeup and 3D artists, users can now experiment with different styles and expressions within the virtual world of Roblox through the music game Splash,” said Emily Arkells, VP of digital for Maybelline New York, in a statement.
19 Crimes
Known for its immersive labels, wine company 19 Crimes — owned by parent company Treasury Americas — recently launched a seasonal product that brings Halloween to life. Two limited-edition wines showcase Universal Pictures’ iconic monster characters, Dracula and Frankenstein, in new glow-in-the-dark labels that leads to an AR experience.
To animate these characters and hear their stories, consumers can scan the QR code on the back of the bottle.
"19 Crimes and Universal Monsters is the perfect collaboration for Halloween and an opportunity to introduce 19 Crimes to brand-new enthusiasts," said Treasury Americas chief marketing officer, Carl Evans. "You'll be able to hear Dracula and Frankenstein come to life on the label through augmented reality, inviting people to experience wine in a rebellious but fun and engaging way, which is the heart of 19 Crimes."
Mattel
Rather than introducing these technologies on the sales and marketing side, toy company Mattel opted to tie the immersive experience into the game play of one of its most iconic games, pictionary.
The board game integrates artificial intelligence powered by computer vision, allowing the AI to guess what game participants have drawn and placing bets on whether the AI will get it right. In order to launch the AI, players can simply use their mobile device to scan a QR code.
Bacardi
Bacardi continues to build loyalty with a close tie to music. For the fifth-year iteration of Bacardi’s “Music Liberates Music” program, which looks to support emerging talent, the brand is bringing in AI.
The project is exploring how artificial intelligence can provide new opportunities in the music space, allowing artists to leverage generative AI to submit an EP produced by Grammy Award-winning producer Boi-1da. They’ll have access to an AI-trained, unreleased catalog of sounds to work with.
"We know the conversation around AI has been a challenging one, so approaching this project with the utmost respect and protection for the artist was key in developing this new tool. The technology is, and always should be, complementary to each artist's work and protective of all the creatives involved.” — Laila Mignoni, global head of brand marketing communications for Bacardi.
Going Beyond Brand Building
These technologies continue to be leveraged across widespread use cases, from AI supporting sales functions and data use, to virtual reality creating additional profit centers for consumer goods companies.
Colgate-Palmolive, for example, is testing a gen AI assistant that pulls in digital shelf insights to collect data on pricing, stock levels, and sales performance.
“By combining external and internal data sources, and automating complex manual processes, generative AI will unlock a richer understanding of target audiences and usher in a new era of sales decision-making,” said Adnan Zijadic, director analyst in the Gartner sales practice, in a recent statement. “This shift will see sales technology moving from being just a tool to truly becoming a teammate.”
