Bacardi has recruited hip-hop producer Hit-Boy for an augmented reality concept in the US.
‘The Set’, which has been unveiled this week, will be available to access by purchasers of the ‘Holiday Gift Box’ pack of D’Ussé cognac’s VSOP expression. A QR code in the US$50 pack will unveil what the company called the brand’s “biggest investment in tech experiences”.
A menu of three cocktails featuring the cognac will “unlock a life-size AR filter of Hit-Boy that blends his digital overlay with real-world elements and allows you to place him directly in your room”. Different setlists have been put together for each cocktail, while the AR filter allows for photos either behind or next to Hit-Boy’s DJ booth.
“This collaboration … brings to life an innovative music experience that leverages technology,” said the brand’s global marketing VP, Jennifer Pisciotta. “We’re excited to venture out into this new realm and offer an exclusive experience for anyone gifting or receiving D’Ussé this holiday season.
Bacardi secured majority control of Dussé from joint-venture partner Shawn ‘Jay-Z’ Carter at the start of last year following the culmination of a legal dispute that saw Carter request financial and production information about the cognac.
