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Rather than simply using a QR code to redirect to an unengaging, static webpage, the brand worked with Blue Bite to develop a full Connected Products strategy. The mobile Experiences launched by consumers are personalized using contextual factors like product SKU, and drove:
The Jack London brand’s unique story was inspired from humble beginnings when the author himself bought a ranch in Sonoma County in 1905. With a history as rich and flavorful as their wines, parent company Pernod Ricard had a vision for growing the Jack London brand into a stand-alone from Kenwood Vineyards.
Packaging
Wine and Spirits
QR
Wine and spirits brands know can be challenging to convey personal branding, a rich history, the unique flavors inside the bottle and so much more with just a physical label.
With a single scan of a quick-response (QR) code on the connected bottle, Jack London wines immerse consumers in a Blue Bite-powered dynamic Experience that matches the boldness and personality of their wines.
Going beyond the label, the connected bottle empowers Jack London to connect with consumers in a way that was never before possible.
Consumers are immersed in The Jack London Story, learning about the author who inspired the unique line of wines. A beautiful 30-second drone flyover gives a tour of the Jack London ranch, showing a behind-the-scenes of the making of the wine they hold in their hands.
Whether it’s a Red Blend, Zinfandel, Cabernet Sauvignon or a Dry Farmed Cabernet Savignon, each scan shows the delicate tasting notes of the wine in photo form. Consumers also learn the harvest date, composition, techniques used to make the wine and more.
Jack London is also empowered to share food pairings and Kenwood-owned recipes with each variety, encouraging consumers to incorporate a bottle of decadent wine into a meal for an evening of flavorful delight.
Upon a scan, consumers are incentivized to sign up for emails with a product discount. This helps the brand grow sales and stay connected with consumers — whether it’s as they’re standing in-store, sipping on the wine at home, or at a friend’s house enjoying a bottle that was shared with them.
Each connected bottle presents opportunities for connection with new consumers that was previously limited to traditional marketing methods and social media.
The app empowers brands to tell consumers everything they want to know about a bottle of wine — and more — all through the digital touchpoint Experience. This excites consumers and encourages a purchase, as each bottle becomes a direct point of sale with answers to all their questions.
Plus, with incentivization to receive a product discount by signing up for email upon the first tap, it gets consumers all the more eager to enjoy a decadent bottle of Jack London wine.
