Marlboro, the iconic cigarette brand, underwent a rebranding in late 2014. Along with a complete package redesign, the new product introduced a series of new features related to the cigarette’s filter, the tobacco taste and it’s handling.
Following the launch of the new packaging, the Red is Here app brings the new pack to life. Used during the promo activities that supported the launch of the new package, the app utilises augmented reality technology in order to showcase the new product’s selling points. The package is identified by the app, and it is replaced with a virtual, 3D model, that the user can spin and zoom.
A series of active touch-points, allow the user to explore the product’s unique characteristics, that are presented with a combination of 3D animations and text messages. The whole interaction is presented live using a real package that the user can handle and manipulate on demand.