How Tooth & Nail Incorporates Augmented Reality

Tooth & Nail Wine Company in Paso Robles, California has incorporated augmented reality into the label of its latest release in its Squad line, continuing the trend of wineries using digital technology to interact with their customers.

The 2020 Squad “Tinsel” Cabernet Sauvignon will feature the character “Tinsel”, one of several “Squad” members; a fictional line of characters inspired by real life people and how they’ve confronted the challenges of the modern world.

“The Squad line of wines represents what I feel is a genuine connection we have with our customers,” Tooth & Nail owner Rob Murray said. “The pandemic was a difficult time for everyone, and we witnessed firsthand the grit and loyalty of our customer base in face of such a challenging time. These characters are a tribute to them and their resiliency.”

The “Squad Series” consists of a four-varietal line of gritty survivalists. Each character has their own story and persona.

The Squad Tinsel Cabernet Sauvignon is the first of four labels highlighting wines from the 2019 and 2020 vintages. Future offerings will introduce new characters to the consumer. 

TACTIC, the design firm responsible for bringing Tinsel to life, makes experiential content of all types focused on immersive digital platforms and installations. 

“Brands like Tooth & Nail have such strong imagery to begin with, it’s a wonderful opportunity to apply an additional layer of artistic content and integrate the virtual into the real world. Consumers increasingly are encountering brands and products in new places and on their own terms, often outside of traditional retail space,” TACTIC Founder Peter Oberdorfer says, “Our team is made up of artists, technicians and makers that have worked in adjacent mediums like games and film. We think that there’s so much to draw from in those industries, in terms of creating visually rich, immersive, and interactive experiences in the real world. For us, having brands and products be able to tell interesting stories is an unexpected surprise for most consumers, and gives an opportunity for surprise and delight in new places. 

“Augmented Reality allows brands to tell their stories directly from their products and packages and do so in a way that creates an emotional connection to the brand through visual storytelling. With the ubiquity of phones in our lives, and with the manner in which people increasingly use a ‘camera first’ engagement with the world (TikTok, Instagram, QR codes, etc) it’s such a natural extension of technology into the consumer space to have these products begin to speak to users directly.”

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