• by Fern Siegel , September 20, 2023

Italian gin brand Malfy debuted a new global augmented reality experience: "Escape to a Malfy World."

London-based agency Art of the Possible handled the creative.

Targeting consumers aged 25 to 40 eager for travel and adventure, the experience is inspired by the Amalfi Coast. The new work seeks to bridge the gap between the real world and the heightened reality of imagination.

The AR experience is accessed digitally via a phone or other mobile device when users click a web link, social post or QR code, found on 300,000 bottles, out-of-home and point-of-sale sites worldwide. Influencers are also part of the social mix.

Once activated, users can choose different routes to enjoy various magical settings, each featuring different Malfy images — a beautiful hotel terrace overlooking the sea, enriched by the essence of Malfy Con Arancia, to a swimming pool scene, infused by Malfy Con Limone. 

Darabase built the digital experience.

Carlotta Colkin, global brand director for Malfy, said the work is the first AR experience for a gin brand. The chance to share a "Malfy Moment" via social "further amplifies this magical experience" for fans of the brand.

According to PRISMA's 2022 report of full-year sales and results, the brand grew 285% in its home market of Italy. Malfy, which is positioned as an icon of Italian style, is owned by Pernod Ricard.

Art of the Possible's client work includes Jolt, bibigo, Lamb Weston and Plymouth Gin.