It’s partnership with rapper Snoop Dogg on the new Cali Red has led to the world’s first rapping wine label (when scanned it plays Snoop Dogg’s hit Who Am I (What’s My Name)?).ġ9 Crimes’ packaging innovations are clearly a large part of the brand’s success – but no brand can survive on packaging alone. The brand has harnessed this technology to tell tales of the present too. The brand’s Cali Red packaging includes famous rapper Snoop Dogg, making it a world first rapping wine label. ![]() We found a unique way for their stories to be heard through these augmented reality wine labels, providing a unique opportunity to let these historical colonists tell their redemption story in an authentic way that resonated with consumers.” “The labels were captivating but as you dug deeper, you found that the stories of these historical pioneers were just as intriguing. ![]() “The augmented reality experience marked an industry first in the use of volumetric capture technology on wine labels – transforming the bottle into various historical landmarks based on true accounts of John O’Reilly’s (one of the label stars) remarkable story,” Wardley continued. Scan your bottle of 19 Crimes Red with an app, and all of a sudden, a real life, transported convict tells you their story. It’s perhaps the augmented reality labels that are most interesting here. While the design might appear simple, the brand was the first to market black matte bottles, collectible corks and augmented reality technology,” said Wardley. “19 Crimes has always pushed the boundaries on packaging. Yet 19 Crimes has innovated within this tight framework and now presents an eye-catching alternative on the wine aisle, with its matte bottles and labels featuring real life convicts. This is tricky if you are a wine manufacturer though after all, there are only so many changes you can make to a bottle of wine. One way for a fairly young brand to stand out in a competitive and established space is through its packaging. More than just a marketing gimmick, 19 Crimes weaves that barbaric yet formative period of British and Australian history into every aspect of its brand – there are even 19 collectible corks displaying the now infamous crimes that might see you end up on a ship to Botany Bay. They overcame adversity and forged a new national spirit for Australia.” “While each of our original wines feature real historical figures, artists and scholars who received ‘punishment by transportation’ to Australia, the wine more so celebrates these pioneers’ journey to redemption. When we first launched in 2012, we caught consumer’s attention with our unique labels, featuring historical artists and scholars who received punishment by transportation to Australia,” explained John Wardley, Vice President 19 Crimes Franchise, Treasury Wine Estates. “We are an innovative brand who continues to bring the 19 Crimes story to life in new, modern and refreshing ways. You are right the issue you were experiencing with the app is not on your end it is on our end and we are doing our best to resolve the issue as soon as possible to make the app more stable.The labels were captivating but as you dug deeper, you found that the stories of these historical pioneers were just as intriguing ![]() Hello, thanks for your feedback and sorry to hear about your experience. HELP! I bought 4 bottles as gifts but can’t even make the app work for me!!!! Ugh I’ve closed all apps deleted and reinstalled the app ensured I’m at the latest iPhone version I have 65GB free and a good WiFi. It clicks and sometimes has the death circle that I’ve waited for 5 minutes for it to do something-but I can NEVER get it to do AR. Reading the problems I have experienced them all: app gets into death loop with the logo app closes unexpectedly, when I get to the scan screen it seems to take the label but then I wait forever to have it check the files and then it asks for the screen scan again. ![]() I have an iPhone and have tried everything to make the app work.
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