Package of the Week

When the Shackleton brand of Whiskey wanted to increase the likelihood of conversion from consideration to purchase, it turned to augmented reality to engage consumers at the point of purchase with an interactive and on-brand solution. With the use of the Shazam app, consumers simply scan the packaging to be transported back in time to explore Sir Ernest Henry Shackleton's trip to Antarctica. The AR experience informs consumers about how the Scotch was developed following the discovery of bottles of whiskey found at Shackleton's base camp. The packaging marries a compelling brand story with a 3D, interactive AR experience, proving that connected packaging can be a core part of a wider digital marketing strategy. If you've seen a package you'd like to see featured in POW!, contact Sara Dunn at

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