BACARDI rum, the number one rum in Europe, has launched a limited-edition glass bottle that uses direct digital printing to bring an Augmented Reality experience to consumers. The printing is done by O-I: EXPRESSIONS, whose direct digital print technology comes from Dekron. Simone Kockelmann, Customer Marketing Manager BACARDi Europe, says, "Consumers are looking for personalized brand experiences. The digitally printed bottle, together with our AR experience and the Snapchat lens, transport the user to the homeland of BACARDI, the shores of the Caribbean. We previously used sleeves for our limited edition bottles, but O-I: EXPRESSIONS gives a much improved look and feel to the packaging and is a more sustainable alternative."
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