SNOOP “CALI ” WINE - WEB AR EXPERIENCES:

Tactic Creates a Series of Exciting AR Experiences feat. Snoop Dogg (&Martha Stewart) on 19 Crimes’ Snoop Cali Wine Launches.

Continuing its success as the pioneer of the AR wine label category, innovation studio Tactic announces its collaboration with agency Cashmere to create the latest 19 Crimes “Living Wine Labels” experience -- starring entertainment icon Snoop Dogg. ***OVER 2.5M+ ACTIVATIONS SINCE mid-JULY 2020***

Snoop Cali Red marks a new chapter for 19 Crimes as its first Californian wine. In recognition of this new approach for the brand, Tactic delivered a unique experience rich with the same spirit of rule breaking, culture creating, and perseverance that inspired 19 Crimes’ original cast of rebellious heroes. However, instead of featuring infamous historical outlaws, each new bottle is backed by Snoop’s empowering words, delivered straight from the icon himself. Users can link to the new web-based “Living Wine Labels” app, hold their mobile devices over the Snoop Cali branded wines, and Martha Stewart branded Wine labels and be greeted by Snoop Dogg and/or Martha Stewart, giving words of wisdom, affirmations, and doses of his characteristically unmatched swagger. “The big idea was actually moving from historic figures – Irish convicts that were banished to Australia – to a contemporary personality,” said John Wardley, 19 Crimes Marketing Vice President.  “This came straight out of the brand values – anti-authority/rule breaking/culture creation and redemption.  We realized these values are timeless and when we put a contemporary lens on them, the first person we thought of was Snoop. So, we were determined to get a partnership with him. Fortunately, Snoop also liked the 19 Crimes brand and respected that we were the very first wine to bring the label to life through augmented reality. The idea of Cali Red was born – 19 Crimes’ first California-sourced wine with a true California icon front and center on the label.” “When 19 Crimes began to conceive of the partnership with Snoop Dogg, they naturally engaged with us early to help shape how to bring it to life,” says Tactic President Peter Oberdorfer.  “And we jumped at the opportunity to collaborate and bring our AR chops to the table, especially once we saw the label designs.”

Creating the experience proved to be a feat of creative collaboration, using all of Tactic’s AR, design, and animation skills at their disposal. As with previous 19 Crimes labels, the Tactic team leveraged photographs to create a virtual CGI avatar of Snoop Dogg that matched the label. From there, though, the process took on a different dimension, in part because an iconic performer like Snoop is already so recognizable in his look, tone, style, and mannerisms. This necessitated the studio to combine their years of experience in feature film visual effects with a deep dive into countless video references to match the performer’s laid back vibe and bring Snoop’s photo to life in a way that felt authentic.

Then they went to work incorporating Snoop’s voice into the final piece. “19 Crimes worked with the brand team to draft a script that felt authentic to Snoop and that aligned with the brand goals,” explains Oberdorfer. “But once they got in the recording booth, it was all Snoop. He was happy to ad-lib, and those takes really made the experience.”

All of this makes Snoop Cali Red stand out as a worthy addition to 19 Crimes -- the first winery to use augmented reality to bring their labels to life and disrupt the market. “Since we created our first AR experiences for 19 Crimes in 2017, our partnership with 19 Crimes and Treasury Wine Estates and the impact of augmented reality on their brands has been huge,” continues Oberdorfer. “It helped open AR to a whole new category of ‘Brand-in-the-Hand’ storytelling, and now we’re bringing other artist voices into that mix, making something wholly new and unique. The trust and freedom Treasury Wine Estates has given to us to explore new ideas and formats within the AR platform has been amazing and this Snoop Cali Red launch is just the beginning. There are a lot of new exciting things still to come.”