Historical evidence shows that beer has existed since two thousand before Christ.

But since then, the way we taste beer is still pretty much the same.

Baden Baden, a craft brewery that matches tradition and innovation, wanted to change the experience of tasting a great beer once and for all.

The challenge was to make a guided beer tasting accessible to anyone anywhere,

as if a beer sommelier was by their side helping then taste all the flavors of our different beer styles and perceive the special quality of Baden Baden.

Historical evidence shows that beer has existed since two thousand B.C.

But the way we taste beer was always the same.

Baden Baden, a craft brewery that matches tradition and innovation, wanted to change the experience of tasting a great beer once and for all.

We put a QR Code on our cans and we transformed each of them into a VR mobile experience of tasting like never before.

4 Four immersive universes. Crafted with attention to every detail to guide our clients through the ingredients and tastes of each of our beer styles.

The voice over was specially crafted to connect the visions with the sensations a panel of beer sommeliers identified when tasting each beer style.

With a smartphone, our consumers could explore sensorially our beer and understand the nuances of our product.

Baden Baden had a record year with 69% more sales compared to the previous year.

Our starting point was the results of qualitative research on the category of craft beer in Brazil, in which Baden Baden is recognized for its beer quality. When the brand was compared to its main competitor, it has shown a similar predisposition, driven mainly by its differentiation.

The strategy was to, more than maximize brand awareness, drive consumer consideration exploring exactly the brand's differentiation: quality and innovation.

We created an idea to make our target understand Baden Baden as an innovative and modern brand, focus on beer quality and present brand heroes.

The campaign aimed our target audience: AB 25-55, interested in craft beer, traveling, gastronomy and sustainability, residents of Sao Paulo, Rio de Janeiro and Minas Gerais (brand's focus states).

First, we look inside our product. What are the ingredients, flavors, and scents that make Baden Baden a beer like never before?

We put together a panel of sommeliers and beer experts, to taste each style and describe all the sensations they were feeling. We then used all these descriptions and together with digital artists we crafted 4 full mobile VR Ludic universes that represent visually each one of our beer styles.

Each VR experience takes the consumer through a sensorial beer taste to enlighten all the flavors.

We wanted to make the experience as accessible as possible, so we put a QR code on the back of every can and bottle, so the consumer just needs to scan it with a smartphone.

Baden Baden had a record year with 69% more sales compared to the previous year.

So far more than sixteen thousand virtual experiences took place, and the numbers are growing exponentially. The idea was so well perceived by consumers that it has become a brand platform and new experiences are on the pipeline.