Jones Soda's Latest AR Label Series

Jones Soda is keeping consumers engaged with another round of product labels that turn into short videos with the help of augmented reality (AR). The special labels appeared on 1.4 million bottles starting in March in the U.S. and Canada, spanning five of Jones’ top-selling soda flavors. The AR images, which become activated using the proprietary Jones Soda app, were also included on packaging for four-pack SKUs. In general, most of Jones' labels are consumer submitted — this was especially true within the action sports community, says Maisie Antoniello, marketing manager at Jones Soda. The latest labels include not only extreme sport athletes, but a graffiti artist, music video director, landscape painter and more. "We are also always pushing ourselves to expand our reach to content creators who have a unique point of view and engaged audiences," Antoniello says. The manufacturer has released 31 AR labels over three series since July 2021. After the initial AR series focused on sports, the company spotlighted the animatronic fortune teller character Zoltar reading humorous fortunes customized to incorporate Jones Soda messaging. "Our labels have always been a vital component of our brand DNA, so we’re continually looking for new ways to use them as a canvas to help entertain, retain and expand our fan base," said Eric Chastain, president of the Jones Soda beverage division, in a news release. "Adding video is a logical step at a time when people spend hours on platforms like TikTok. It’s fun, it’s fresh and it’s bringing new consumers to the Jones app to view the videos as well as check out our photo gallery, submit photos or videos of their own, and shop for their favorite Jones products." Jones posted videos and images to its social media channels showing the AR labels in action. The labels were supported in stores with header cards on soda racks, window clings and shelf hangers containing instructions and a scannable QR code to bring shoppers to the Jones Soda app, Antoniello says. Experiential marketing agency Trigger(House helped Jones develop the overall technology and capabilities to create the AR series. Mint Performance Marketing assisted the manufacturer with managing its influencer community.

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