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Coors launches augmented guide to perfect home pint with Clusta


By The Drum Team, Editorial

June 10, 2010 | 3 min read

Clusta has been tasked by Molson Coors to help launch its Home Draught, a new draught beer system, with an augmented reality online guide to pouring the perfect pint at home.

Going live on Monday 14 June, the episodic guide unfolds over two weeks with a supporting press campaign featured in The Metro, also by Clusta.

The advertising campaign in the Metro includes AR codes which trigger the animations explaining the optimum way to enjoying the beer at home. The ads will feature in the daily newspaper for two weeks from 14 June, driving users to its new site for the full augmented reality experience.

Clusta created a character led animated storyline presented in augmented reality. Over the five episodes ‘Steve’ talks users through the five essential steps to enjoying the perfect pint at home.

Clusta’s work is part of a wider campaign to launch Home Draught which is available in three flagship Molson Coors brands; Carling, Coors Light and Grolsch.

Speaking about the launch, Mark Hunter CEO of Molson Coors (UK) commented: “Home Draught has the opportunity to revolutionise the way we enjoy beer at home by offering consumers a new way to enjoy their favourite beer brands. We need to be just as innovative in the way we promote Home Draught and Clusta has helped us deliver a solution that will be a big hit with drinkers.”

Katheryn Sutcliffe, director of client services for Clusta, said of the campaign: “Home Draught transforms the way consumers enjoy beer at home, and Molson Coors asked Clusta to provide a light-hearted solution to convey this message. Our augmented reality animations allow users to interact further with the Home Draught product as well as explore the Molson Coors brand in an exciting and engaging way.”

(The image pictured is taken from Carling's website, not from the new augmented reality campaign by Clusta, which has yet to be revealed)

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