From Gin And Juice To Snoop Cali Red AR Wine

t’s no secret that world-renowned rapper, song-writer, actor, producer, filmmaker, TV personality, and philanthropist, Snoop Dogg isn’t afraid of exploring uncharted territory. This is especially true when it comes to cutting edge technologies, as over the last few years we’ve seen the entrepreneur transition into a bona fide venture capitalist, investing in several technology focused operations and co-founding his own venture firm.

Marrying his love for the finer things in life with his entrepreneurial passion for technology, the innovation studio Tactic, based in California, recently announced a new addition to its series of AR Living Wine Labels which feature Snoop Dogg himself. 

The AR Living Wine Labels have been created as part of an immersive marketing campaign for Treasury Wine Estates, where each bottle of Tactic’s “19 Crimes” red wine features an AR label which, when scanned with the 19 Crimes companion app, tells the viewer the story of one of several historical outlaws who were banished to an English Penal colony, which today is Australia.

Sticking to 19 Crimes’ theme of rebellious rule-breakers, a California based agency reached out to Snoop Dogg and his team to enquire if he would be interested in becoming the face of their upcoming Living Wine Label, which Snoop Dogg agreed to participate in.

The AR label was created in the same way as past 19 Crimes animations, where Snoop’s AR rendition was brought to life by creating a CGI avatar using numerous photographs.

When speaking about the recent collaboration in an official press release, 19 Crimes Marketing Vice President John Wardley stated: 

“The big idea was actually moving from historic figures – Irish convicts that were banished to Australia – to a contemporary personality... This came straight out of the brand values – anti-authority/rule breaking/culture creation and redemption. We realised these values are timeless and when we put a contemporary lens on them, the first person we thought of was Snoop.”

Wardley went on to say: 

“So, we were determined to get a partnership with him. Fortunately, Snoop also liked the 19 Crimes brand, and respected that we were the very first wine to bring the label to life through augmented reality. The idea of Cali Red was born – 19 Crimes’ first California-sourced wine with a true California icon front and centre on the label.”

To start the AR experience, users simply grab their smartphones and scan the label to reveal an AR speech given by the legendary Snoop Dogg himself where he delivers some powerful words of wisdom with a level of cool only Snoop Dogg can obtain.

When asked about the collaboration, Tactic President, Peter Oberdorfer said:

“When 19 Crimes began to conceive of the partnership with Snoop Dogg, they naturally engaged with us early to help shape how to bring it to life… And we jumped at the opportunity to collaborate, especially once we saw the label designs.”

Shoppers can now buy Snoop Cali Red and experience the AR wine label at select locations. Download the Living Wine Label app free on iOS and Android to activate the AR labels.