Don’t miss Commerceweek, February 28–29 in NYC, to explore the technology and trends fueling commerce. Get strategic insights from leaders at The New York Times Advertising, Turo, TikTok and more. Register.
If a tequila-flavored beer isn't enough to excite your senses, Anheuser-Busch is hoping its packaging will. Using smart label technology and LED lights, the company has started rolling out limited edition bottles for its Oculto brand that include illuminated labels.
Here's how the labels work: When you're holding a bottle, your thumb activates a pressure-sensitive switch. The switch turns on LED lights that shine through the mask illustration on the label.
The original Oculto bottles, which debuted in March, featured labeling with discoverable elements such as hidden messages that appear when the beer is cold, said Oculto senior brand director Mallika Monteiro.