Illicit Elixirs Releases AR-Enabled Cans

Illicit Elixirs recently released a new line of caffeine-free, non-alcoholic beverages with pun-filled names like “Late Night Fruity Call.” Each flavor also features a unique AR animation integrated with the artwork on the can. AR studio Tactic produced the experiences in collaboration with creative collective Guts & Glory.

"“We felt AR was the perfect approach for our target [audience], who values experience and creativity above all,” Jason Gaboriau, co-founder of Illicit Elixirs, told Adweek.

“The mission of Illicit Elixirs is to spread ‘happy hedonism’ everywhere. Having a can that comes to life and brings a fun smile is an important part of that.”

Shoppers can scan the QR code on each can to activate an AR experience that makes the illustrations on the front of the can to come to life. As part of the experience, the smiling character will digitally open its mouth to reveal an animation that’s themed to the flavor.

Full story at AdWeek.