New AI-powered Augmented Reality experience turns bottles into ‘Portals of Discovery’ | 06-03-2025 |

VALSER, a leading premium water brand from Switzerland, has launched an innovative AI-powered Augmented Reality campaign in collaboration with Zappar’s in-house creative studio, Studio Z, and Scantrust – both longstanding AIPIA members.  

This innovative connected packaging experience brings the story of VALSER, which has been part of Coca-Cola Switzerland since 2002, to life using AI and AR, transforming each bottle into an interactive, immersive journey for consumers. 

By scanning a unique QR code on specially marked bottles, diners in 30 premium restaurants across Switzerland will unlock a personalised 3D experience that enhances their dining occasion, says the company.  

The AR experience features: 

•  “Pairings” – Expertly curated food and wine pairings tailored to each restaurant’s menu. 
•  “Customise My Bottle” – A unique AI-powered bottle personalisation feature allowing guests to create and share digital keepsakes. 
•  “Our Story” – An interactive journey through VALSER’s heritage, sustainability initiatives, and the 25-year journey of its Alpine water from source to bottle. 

Andre Assalino, executive Creative director at Zappar, commented, "We set out to create an experience that really captured VALSER’s premium feel, telling its story in an innovative and compelling way, while helping consumers truly get the most out of the product by teaching them how to pair it perfectly with their food. This campaign is a great example of how brand storytelling, a great product, and some AR and AI magic, can come together to create engaging, memorable interactions." 

Jürg Burkhalter, general manager at Coca-Cola HBC Switzerland, added, “VALSER stands for the highest quality and naturalness. With the new AR experience, we are bringing the origin of our water directly to our consumers - in an interactive and emotional way,” 

This campaign marks a significant step forward in connected packaging for Coca-Cola HBC, showcasing how digital innovation can drive customer engagement, enhance brand differentiation, and support premiumisation in the hospitality sector, it believes.

ALL THIS AT AIPIA CONGRESS 2025 AMSTERDAM