(Pernod Ricard) Ararat’s new emotion recognition app changes the way to drink brandy

Cristina Blanaru Ads, Creativity

Legendary Armenian brandy Ararat, which is in Pernod Ricard’s portfolio, launched a new promotional campaign based on its “Heart to Heart” platform, which was launched circa 1 year ago and serves as an inspiration to TBWA’s campaigns for Ararat.

The recently launched campaign inspired a brand new technology creating an unique customer experience, advertisers and app developers drawing attention rather towards the way people are enjoying brandy rather then the choice of a drink.

The brand communication focused on innovation and sincerity and worked together with a mobile app used to recognize emotion and special glass to reflect it in the physical world. The core of the technology lies in neural network recognizing a person’s speech and assessing his emotions while speaking. The network is self-taught and gets better at recognizing emotions every time the app is used.

The app itself is of no actual value for brandy fans without a special glass. Developed by the glass industry professionals and 3D designers, the new glass discloses one more specific feature of the app – a hologram projection. The application menu offers to choose your own drinking situation whether it’s a family dinner or you enjoy a company of your own. Based on that it will find a 3D-hologram satisfying your personal vibes at the moment. However, you won’t be able to see the hologram until you place the brandy glass on a device encouraging you to drink emotionally.

As most people are completely confused about meanings and assumptions, it’s quite hard to find a suitable drink for special moments that reveal feelings – they just all feel the same (…) According to the creative concept, the idea is to change the perception of Ararat as a valuable gift only. It is the first brandy that understands what your heart feels.

Oleg Romanov,

Creative Director NEF\TBWA

The brand promotion campaign is currently implemented in Belarus as a key market and may soon be scaled to those of CIS countries.