Look SMART Stay Sharp
Last issue we talked about the untapped power of the humble QR code. This time out we’re highlighting examples of how brands are using AR (Augmented Reality) to drive distinction.
Augmented reality overlays digital content in the real world through smart phones and tablets. AR creates a mixed reality experience and adds an extra dimension; entertainment, information or engagement.
By scanning an on-pack QR code, logo or image; AR is able to display a rich visual content from animations and videos to games, tutorials and recipes.
Wine Brand 19 Crimes is an AR success story. Adding a layer of AR to bottle labels saw their sales rise from £4M to £18M in just 18 months. Impressive!
In the competitive world of wine, where shopper-knowledge is often low, 19 Crimes has successfully embraced AR as a key differentiator – and the numbers speak for themselves.
In 2019 Herbal Essences used AR to launch their limited-edition range made from 25% beach-sourced plastics. Each scan of the bottle triggered an AR experience at home or in store. The embedded video allowed users to learn the story behind how each bottle was made from plastic picked from some of the world’s dirtiest beaches.
Heinz and Ben & Jerry’s have also explored AR to enrichen the consumer experience and activate brand campaigns.
Give us a shout if you’d like to explore unlocking the power of AR on pack.
We hope you enjoy this issue of SPARK.
See you next Quarter!
All images © respective Brand owners
Shifting perceptions on wine label design
A new wave of wines targeting Gen Z has arrived.
Now, when you’re my age, this is not new news. Wine makers have tried to un-stuffy the wine sector for a long time. Mostly with limited success.
The great unwashed, IE those with zero wine knowledge, author included, typically buy on price and attractive-ness of label design.
Stand in front of fixture. Wait for something red, white or pink to catch the eye. Look at price ticket. Check, check. Select. Go.
Not very sophisticated. But my hunch is the vast majority of £14billion (2022) UK wine market is purchased in this way.
Simple pack design combines with whacky illustration and intriguing variant name. The aesthetic and tone of voice steals shamelessly from our craft beer culture. And why not, it works over there.
But wine is different right? That design v price dynamic is alluring. Higher price = posher and better? That’s what we all believe – and it works.
At first glance, the New Theory designs look intriguing. But put them on shelf against the Old Skool and they start to look naïve at best, childish at worst. And in a market that trades on a lack of knowledge – giving the shopper even less information to go on, could ultimately stall sales.
We wish them luck, but this design game ain’t about Pot Luck. Proposition, positioning and pack presentation take time and craft.
Full article here
Source: Creative Review | Author: Aimee Mclaughlin
Added protein products going from strength to strength
Hot on the tail of Arla’s freshly launched Protein range, Danone has joined the protein party with ‘GetPro’.
The NPD line up of 11 products stretches across several categories – drinks, puddings, mousse and yogurt.
The range taps into the ever-growing protein segment here in the UK with an offering that takes us away from the over complicated, poor tasting sport nutrition shelves into a more mainstream, tasty looking future.
According to the market research firm Mintel, 6.1% of food and drink product launches in 2020 claimed to be high-protein or contain added protein, up from 3.3% in 2016. With the centre of the protein craze being in the UK.
Danone is in good company, with Mars, Snickers and Bounty all joining the protein bandwagon recently we don’t see this trend shrinking anytime soon.
Full article here
Source: The Grocer | Author: Niamh Leonard-Bedwell
Pringles celebrated for eco packaging break-through
You know that moment you toss something in your recycle bin, glance skywards and say a little prayer that it can be recycled?
There’s a name for that. Wish-cycling.
Sounds cute but it’s a big headache for recycling depots with nearly a fifth of recycling bin items being redirected to landfill.
Your Pringles tin-cum-spiral-tube used to fall into this category. But not anymore*. After 5 years of effort in combo with Belgian firm Fost Plus, the tube’s steel base is now made of paper and can be recycled through paper and cardboard streams. Wahoo!
*Roll out of new machinery at production site is due across Europe ‘in the coming years’.
The new packaging provides a significant boost to Kellogg’s commitment to ensuring all its packaging is 100% reusable, recyclable or compostable by the end of 2025.
What about that pesky plastic lid?
Everydayrecycler.com says, ‘Pull off the plastic lid and place in your recycling bin.’
GroceryAid Coast2Coast
Chris Isted, Creative Leader at Threesixty took part in the GroceryAid Coast to Coast cycle challenge on 20th - 22nd July 2023.
It was a gruelling three day event Whitehaven to Whitby, climbing across the Lake District National Park and Yorkshire Dales. Not only did Chris complete it, he smashed it! 👏🚴🥇👏
Cycling 425km, 6,709m elevation and raising £1,437 so far (Thank you if you’ve donated)
If you haven’t donated yet - there’s still time. Any amount, big or small will really help to support the great work provided by GroceryAid.
Donate here
By raising money for GroceryAid, Threesixty will be helping them to continue providing emotional, practical and financial support to people in the grocery industry.
DBA event: Designing for a Sustainable Future with Dr Leyla Acaroglu
Chloe attended the above DBA event in September where she listened to Leyla talk about her Disruptive Design Method.
Layla, an award-winning designer, sustainability provocateur, social scientist, and entrepreneur creates educational experiences, toolkits, and social enterprises that help design a sustainable, circular and regenerative future.
New Ambrosia Deluxe Rice
We all love a bit of affordable luxury, a little indulgence here, a treat there.
Ambrosia brings you Deluxe Rice Pudding. Yes, yes, it’s a little more spendy - but you’re worth it!
Read the full Ambrosia Deluxe Rice case study here
New Bisto Roast Range
Stalwart of British Sundays, the humble roast.
Not so humble anymore. These seasonings, by BISTO, are specifically designed for roasties and roast chicken. The perfect mix of herbs and spices help elevate chicken and potatoes to Hero status.
Read the full Bisto Roast case study here
Stay tuned…
Keep an eye out for the next edition of SPARK…
To discuss your next project, drop Jon an email: Jon@threesixtydesign.co.uk
