Escape to a Malfy World

Malfy, the Pernod Ricard-owned premium Italian gin brand, has unveiled a new global augmented reality experience, “Escape to a Malfy World”.

The experience is inspired by the Amalfi Coast and aims to engage with new and existing Malfy fans, with a focus on consumers aged 25 to 40 who are interested in style, travel, adventure and the finer things in life.

Following the brand’s recent “Immagina Malfy” campaign, this new push seeks to bridge the gap between the real world and the heightened reality of Immagina, harnessing the Malfy colour palette and a mix of real photography and imaginary imagery.

The 360-degree AR experience is accessed digitally via a phone or other mobile device when users see a web link, social post or QR code, with codes found on 300,000 bottles, out-of-home and point-of-sale sites globally. This is supported by global press and influencer activity.

Once activated, users can choose different routes to progress through a number of magical settings, each featuring different Malfy botanicals; from 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.

At the end of the experience, visitors can preserve their personal “Malfy Moment” with a selfie which they can share via social channels.