Energy drink, Emerge, launches on-pack promotion and augmented reality cans

New augmented reality cans

New augmented reality cans

Energy drink Emerge is launching on-pack promotion and an augmented reality can, inspired by the summer movie Warner Bros. Pictures and Legendary Pictures Pacific Rim.

As part of an exclusive deal within the soft drink sector, the interactive Pacific Rim-branded packaging will feature on millions of cans of Emerge to be sold this summer and will give customers the chance to win a trip to Hong Kong, where much of the film is set.

Promising to be one of the year’s most epic sci-fi adventures, Pacific Rim is directed by the acclaimed film maker Guillermo del Toro, following his previous works, including Pan’s Labyrinth and the Hellboy films.

Marking the official launch of Pacific Rim in UK cinemas on 12 July 2013, the limited edition cans will showcase a hero character from the film, The Gipsy Danger Jaeger — one of the film’s giant robots defending humanity against the monstrous Kaiju. 

In what is claimed to be a pioneering move for packaging, Emerge will offer customers that download a free app the opportunity to bring the pack design to life. By holding an iPhone or android handset up against the product, users will be able to release their very own Jaeger character, which will burst out of the can ready to be controlled through a mobile phone screen.

Emerge’s on-pack promotion will also be supported by social media activity, PR and a number of supporting competition opportunities to help build further awareness.

Calli O’Brien, brand manager for Emerge, said: “We’re really excited to be launching this exclusive partnership with Warner Bros. Pictures and Legendary Pictures Pacific Rim. It’s a fantastic film that complements the Emerge brand perfectly. What’s more, it provides a great opportunity for us to reward our loyal customers and introduce a new audience to our brand whilst doing so.

“We’re extremely proud to report that almost one million UK households purchased an Emerge energy drink last year and, with marketing activity as exciting as this planned throughout the summer, we hope to push that figure even further for 2013.”

Available to buy from June 2013, and costing just 35p per can, customers will be able to pick up their limited edition Emerge cans from major supermarkets and local stores. The app can be downloaded from and

The Pacific Rim promotion marks the beginning of Emerge’s biggest ever marketing campaign which takes place this year. Promoting the brand’s tagline ‘Sorts Your Right Out’, the campaign will feature TV sponsorship, dedicated PR campaigns and grass roots marketing to help to build on the brand’s already impressive growth.