Adapting its marketing concepts for augmented reality (AR) seems to suit Jones Soda well and could lead to an increase in AR marketing for non-tech products.

Jones Soda has cultivated its image as “The People’s Craft Soda” for the past 25 years through each bottle’s unique label, which customers often submit. Recently, the beverage company merged that concept with augmented reality to create custom labels that unlock videos about their featured subjects. This allows it to provide more information than a static printed label could, while also encouraging consumers to interact with the product more directly.

“We’ve seen [AR] being used in Bulgaria. Several beverage companies are using it, especially in the summer,” said Nikolay Krastev, a search engine optimization specialist at Agile Digital Agency, in an email interview with Lifewire. “I thought it was a very interesting and trendy approach for the beverage industry to engage with their customers.”

While there is precedent for success in AR marketing, it’s not something that every brand will embrace right away. A key factor is learning how to approach AR marketing in the first place. There’s no real direct correlation between AR and more traditional methods like print ads or commercials, so typical methods may not be as effective.