Tussock Jumper brings ‘wine to life’ with appBy Patrick Schmitt
Global wine brand Tussock Jumper has brought ‘wine to life’ with an augmented reality (AR) app.
Any consumer armed with a smartphone can use the app to activate the animals that feature on each of the 21 different wines in the Tussock Jumper range.
Just scan the front label, and the animal will come to life to tell the consumer about the product in an accent reflecting the source country of the wine.
Not only will the animal then explain where the wine comes from, and the style they can expect from the grape variety, but it will also suggest a range of food matches.
The approach is deliberately irreverent, bringing a fun tone to what is already a light-hearted wine brand, while it is hoped that the AR app will appeal to a millennial audience and increase brand loyalty.
Tussock Jumper was founded in 2009 and today sells as many as three million bottles worldwide with 21 wines in the range, all of which are bottled at source.
The brand has, however, yet to penetrate the UK market, but it is thought that the addition of innovative marketing solutions to Tussock Jumper, such as the AR app, will help the range of wines break into Britain’s retailers.
Each country in the Tussock Jumper range is represented by a different animal.
According to the brand, the aim is to bring together the world’s most recognisable wines under a single, distinctive, quality mark: the woolly red sweater of Tussock Jumper.