Multi-Sensory Label Chosen for Beer Launch
- Published: May 18, 2015
MASON, OH | Leading global brewer Anheuser Busch InBev has launched a beer with a difference. Oculto (meaning "hidden" or "waiting to be found") is a tequila-flavored beer, infused with blue agave for a bright citrus flavor.
Launched on Friday the 13th, the brand encapsulates mystery and intrigue, Jorn Socquet, VP of marketing, Anheuser-Busch, explains, “While launching on Friday the 13th may seem unlucky, we’re challenging the superstition. It fits Oculto perfectly. It’s unique. From our approach to our packaging, we’re doing things differently.”
Anheuser Busch InBev wanted to bring the brand to life, a challenge Constantia Flexibles Labels Div. was happy to take on. The result is a multi-sensory set of pressure-sensitive labels. The front label features the brand’s signature mask with a tactile ink as well as black light inks to enhance the consumer’s experience.
The back label incorporates a thermochromic ink from CTI that changes color in response to temperature variation. At room temperature, the labels feature blue agave leaves; when cold, the design transforms and the eyes are revealed.
Constantia Flexibles Labels Div. was involved with this project on both sides of the Atlantic. Launched in Europe in 2014, the alternatively named Cubanisto is a rum-flavored beer. Also printed on pressure-sensitive labels, the design is parallel, incorporating the intriguing eyes on the back label and including an optical brightener and foiling effects for on trade bottles.
“Oculto packaging is an innovation in itself. It brings to life a look that is premium, seductive, and energetic. It features a multi-sensory experience, including multiple crown graphics, tactile printing, and black-light inks,” says Socquet.
