Bacardi rum has chosen O-I: Expressions, O-I’s bottle customisation service enabled by digital printing, to create a limited edition bottle.

The brand’s Caribbean spirit is the heart of the promotion, starting with the bottle’s graphic design.

On the shelf, the bottle stands out through its 360°, full colour print of palm leaves and tropical flowers.

Through the selective application of design elements in O-I: Expressions relief, a tactile effect was added to the Bacardi bat motif and the brand name along with selected leaves and flowers.

An Augmented Reality (AR) experience and a Snapchat Lens can be unlocked via the Snapcode on the bottle.

Simone Kockelmann, Customer Marketing Manager Bacardi Europe, said: “Consumers are looking for personalised brand experiences.

“The digitally printed bottle, together with our AR experience and the Snapchat lens, transport the user to the homeland of Bacardi, the shores of the Caribbean.

“We previously used sleeves for our limited edition bottles, but O-I: Expressions gives a much improved look and feel to the packaging and is a more sustainable alternative.”

Replacing the sleeve with direct-to-bottle digital printing, using organic inks, improves the environmental footprint of the product and reduces its use of plastic.

The limited edition was launched on July 1 in Austria, Italy and Denmark.

A second launch for Germany, Ireland, Croatia, Romania and Slovakia will follow in autumn to capitalise on the pre-Christmas sales period.