The illuminated bottle was created in partnership with Inland Packaging, using printed electronic pathways, paper batteries, micro switches and LED lights.
A pressure switch is present on the bottle, situated where the thumb naturally falls when holding a beer. Once pressure is applied, the LED lights shine through the eyes of the mask design for three to four seconds.
Debuted at an Oculto event in Miami recently, the special edition design will only be featured at select events. However, Tricia Sime, packaging innovation director at Inland, said the technology shows how packaging can be used to create a full sensory experience for consumers.
The bottle also features a geo-targeted web application called ‘Relics of the Night’. Consumers can scan the Oculto mask design, which takes them through to a ‘spin the bottle’ feature where they can win prizes. It is the first time Anheuser-Busch has used Internet of Things on a bottle scan.
Oculto is a tequila flavored beer, which was introduced in the US this year in high-end bars, clubs and restaurants as well as grocery and liquor stores.
The original packaging also uses special design effects: for example, eyes behind the skull design appear when the bottle is cold enough.
All these packaging innovations are used to promote the brand’s personality of ‘mystery, intrigue and seduction,’ says Oculto.