Pernod-Ricard-owned gin brand Malfy is encouraging consumers to immerse themselves into its new global reality experience, “Escape to a Malfy World”.
Developed in partnership with creative agency Art of the Possible, the digital activation aims to engage with both new and existing Malfy fans, with a focus on consumers aged 25 to 40.
Inspired by the Amalfi Coast, the brand intends the campaign to resonate with those who are interested in the ‘finer things’ in life, such as travel, adventure and style.
The 360-degree AR experience is accessible both digitally via a phone, social posts, or QR codes which were rolled out on over 300,000 bottles, out-of-home (OOH) and point-of-sale-sites globally, supported by global press and influencer activity.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
The activation features a variety of ‘routes’ to progress through settings, each featuring the brand’s different botanicals; from a hotel terrace overlooking the sea representing the flavour of Con Arancia, to a swimming pool scene attributed to Con Limon.
The digital experience, built in partnership with Darabase, follows in the wake of the brand’s recent “Immagina Malfy” campaign and seeks to push the bridge between the real world and the heightened reality of Immagina.
“We’re proud to launch the first augmented reality experience for a gin brand, where fans have the opportunity to choose their own path through a beautiful Malfy world and enjoy different narratives and outcomes,” said Pernod Ricard Malfy global brand director, Carlotta Colkin.
“The option to share a “Malfy Moment” via social channels further amplifies this magical experience.”
Art of the Possible managing director, Kat Patterson, added: “To bring the proposition to life, we wanted to create a moment for fans across the globe to leave their reality and explore a Malfy world, with a heightened vision of a place they may never visit in real life but which they dream of seeing.
“This new experience enables people to step into a place which is a little more beautiful, special and sensorial than their everyday life.”
The campaign comes after parent company, Pernod Ricard, early this year announced it had cancelled controversial plans to restart the supply of drinks products to Russia.
