TWE extends AR technology to Gentleman's Collection

Treasury Wines Estates (TWE) has launched Augmented Reality (AR) technology for its Lindeman’s Gentleman’s Collection brand, along with a new app to bring all of its AR under one roof. 

TWE has now applied AR technology to its Gentleman’s Collection, following the “huge success” of the 19 Crimes Augmented Reality app, which launched in 2015 and is widely stocked across UK grocery and convenience, according to the company.

Scanning the front label of the Gentleman’s Collection bottle with a smartphone or tablet will load a ‘Gentleman’s Guide to Augmented Reality’, as told by Dr Henry Lindeman himself, the founder of Lindeman’s winery.

In addition, TWE has also launched a new app, which aims to bring all of its AR technology together in one place. The ‘Living Wine Labels’ app, which is now available in the app store, will host all brand experiences for Gentleman’s Collection and 19 Crimes.

The 19 Crimes app was launched in October 2017 and more than 20,000 people have already downloaded the app in the UK.

The launch of the AR technology for the Gentleman’s Collection range will be supported by on-pack communication with all bottles given an on-pack sticker, while the back labels will inform consumers about the AR and app.

UK shopper marketing support will focus on promoting the AR technology in Father’s Day activation.  For example, Nisa will be supporting it with an online campaign and in-store gift bags while Asda will host a sampling campaign and in-store gift bags.

Kirstie McCosh, marketing director, Europe, said: “Following the huge success of the same activity with our 19 Crimes brand we are very excited to unveil the addition of Augmented Reality to Gentleman’s Collection. It brings another dimension to the shopper experience with Gentleman’s Collection – becoming a further talking point to share and enjoy with friends.

“From an in-store perspective, Augmented reality elevates Gentleman’s Collection’s presence, appealing to and engaging consumers with an interactive opportunity.

“We are also delighted to launch the Living Wine Labels app into Europe. The app is globally available and will host the relevant brands to specific markets. In Europe the focus will be 19 Crimes and Gentleman’s Collection – to brands we believe are starting to change the category landscape.”

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