Jones Soda Adds AR Labels

Artwork Turns Into Short Action Videos

Jones Soda Co., a craft soda known for unconventional flavors and user-designed label artwork, has released a new collection of augmented reality (AR) labels that turn into short action videos of daredevil athletes, edgy artists and other masters of their preferred crafts with a tap on a phone camera. This marks the brand’s third AR series since launching last July.


The AR initiative builds on the brand personality the company has established over the last two decades in part by using black-and-white photographs submitted by consumers to create a constantly changing series of label visuals. Jones added video to the mix last year with an initial 15-label collection focusing primarily on action sports. “Our labels have always been a vital part of the brand, so we’re continually looking for new ways to use them as a canvas to engage and expand our fan base,” said Chief Marketing Officer Bohb Blair. “Adding AR video is the right step at a time when people spend hours with creators on platforms like TikTok. It’s fun, it shows more of our consumers’ passions, and by partnering with these incredible individuals we get to bring the Jones experience to their communities by bringing them into the Jones app to view the videos, see our products, check out our photo gallery, and submit photos or videos of their own.”