What’s next: Molson Dry pioneers a new media twist

Molson Dry is adding a modern spin on the message in a bottle through the digital magic of augmented reality.

Molson Dry is adding a modern spin on the message in a bottle through the digital magic of augmented reality.

Back in June, the beer brand launched ‘party bottles’ in Montreal – where it is known as the definitive party brew – that display over 20 different party messages on new labels when cold. Molson Dry worked with Cossette in Montreal to take the thermal ink technology a step further, unveiling a brand campaign that incorporates augmented reality. It marks the first time that AR has been featured in a commercial effort using a real product as opposed to a printed graphic icon.

TV and online ads as well as a social media push direct beer drinkers to MolsonDry.com, where they can download an application to activate three different live animated messages that appear to spring forth from the bottle when held up to a webcam.

A recording feature also allows users to make clips of themselves playing with their animations, which they can then upload to the site. The top-rated user clips are recycled as banner ads that drive other people to the website.

The app, live since July, will be available for the foreseeable future. It works with all Molson Dry labels, though the brewer plans to release its party bottles – also to remain a permanent fixture – across the country.