New Malfy AR experience transports gin fans to a new world

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Malfy, the Pernod Ricard-owned premium Italian gin brand, has launched a new global augmented reality experience, called ”Escape to a Malfy World”.

The digital activation was developed in partnership with creative agency Art of the Possible.

Malfy AR experience

The experience is inspired by the Amalfi Coast and aims to engage with new and existing Malfy fans, with a focus on consumers aged 25 to 40 who are interested in style, travel, adventure and the finer things in life.

Following the brand’s recent “Immagina Malfy” campaign, this new push seeks to bridge the gap between the real world and the heightened reality of Immagina, harnessing the brand’s colour palette and a mix of real photography and imaginary imagery.

The 360-degree AR experience is accessed digitally via a phone or other mobile device when users see a web link, social post or QR code, with codes found on 300,000 bottles, out-of-home and point-of-sale sites globally.

This is supported by global press and influencer activity.

Once activated, users can choose different routes to progress through a number of magical settings, each featuring different Malfy botanicals; from a beautiful hotel terrace overlooking the sea, enriched by the essence of Malfy Con Arancia, to a swimming pool scene, infused by Malfy Con Limone.

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Malfy world: Art of the Possible created AR experience for gin fans.

At the end of the experience, visitors can preserve their personal “Malfy Moment” with a selfie which they can share via social channels.

The digital experience was built in partnership with Darabase.

Carlotta Colkin, Global Brand Director for Malfy, Pernod Ricard, said: “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.

“The option to share a “Malfy Moment” via social channels further amplifies this magical experience.”

Kat Patterson, Managing Director, Art of the Possible, added: “To bring the Malfy proposition to life, we wanted to create a moment for Malfy 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.”