Cognac Brand D’USSÉ leverages AR to add musical experience to its Christmas cocktails | 06-01-2025 |
Christmas would not be the same if some spirit Brand did not take advantage of Smart Packaging technologies to get people into the holiday mood! In the past we have seen major Brands both big and small enhance their Yuletide offerings with Smart Packaging features.
This year D'USSÉ Cognac, based, of course, in France – but part of the Bacardi Group - has collaborated with Grammy Award-winning producer Hit-Boy to enhance its packaging with an Augmented Reality (AR) experience called The Set. Upon scanning the QR code on the D'USSÉ VSOP Holiday Gift Box, users are directed to three holiday cocktails on a menu, and each cocktail is matched to a different DJ performance from Hit-Boy.
The Set is more than a marketing gimmick—it’s D’USSÉ’s bold leap into the tech world, according to the hype: ‘With a quick QR code scan, your living room transforms into a pop-up nightclub where Hit-Boy is spinning tracks tailored to your cocktail choice. Whether you’re sipping on a D’USSÉspresso Martini or something fruitier, each drink unlocks a unique setlist and custom animations. Hit-Boy’s digital avatar will be partying right there with you, so clear some space next to the Christmas tree’.
"Music is the universal spirit of the holidays," said Hit-Boy. "You can't celebrate without it. But just like collaborating with artists, it's all about finding a certain energy. D'USSÉ and I wanted to spread the right vibes and had a lot of fun playing with the AR technology to create a unique fan experience. Once you scan the QR code, the AR filter will allow me to pull up to your holiday hangs and spin off my favourite tracks for the festivities. We hope you'll enjoy 'The Set' wherever you and your loved ones are this holiday season."
"As a modern spirit, D'USSÉ has always aimed to push the preconceived notions around cognac," says D'USSÉ global VP of marketing Jennifer Pisciotta. "Music is core to our DNA, and this collaboration perfectly brings to life an innovative music experience that leverages technology. We're excited to venture out into this new realm and offer an exclusive experience for anyone gifting or receiving D'USSÉ this holiday season.”
The experience allows you to be “the host with the most”, asserts the Brand. Partygoers can interact with "The Set" by standing "next" to or "behind" the DJ booth. The AR filter also has capabilities to snap photos, so you can instantly share the experience with loved ones or to social media. With the option to connect to speakers, the integrated visual-audio experience will make Hit-Boy the headlining performer of any holiday party this season.
The partnership’s grand finale is a swanky event at Miami Art Basel at the end of the year, where tastemakers in art, music, and culture will toast to this unique collaboration.
AIPIA is not sure who provided the AR tech behind this campaign. But hats off to D’USSÉ, Hit-Boy and the anonymous tech provider for getting us in the Holiday Spirit!
ALL THIS AT AIPIA CONGRESS 2025 AMSTERDAM
