Jiangxiaobai Work with JD AR: The Renaissance of the Old Flavor via Technology
On April 27th, Jiangxiaobai and JD organized a party named “Born to Be Free” that combined electric and folk music, mix-drinks and AR technology in Shanghai. You can not only taste the unique flavor of mix-drinks, but also experience the magic of AR black technology…There is a secret lies on the “Born to be free” AR bottles of Jiangxiaobai. Only by opening the “Scan Button” on the JD APP and scanning the bottle, you can instantly travel to an exciting scene, feel the visual and auditory effects brought by the electronic music party and experience the brand concept of becoming a free and authentic self, which was transferred by the AR bottle of “Born to Be Free”. AR bottles of JD X Jiangxiaobai not only brings an boundless experience to the users, or creates a phenomenon-level boundless marketing case, but also forges a new kind of brand dissemination model.
As a Chinese liquor brand that continues to launch “the renaissance of the old flavor” of Chinese traditional culture, Jiangxiaobai’s efforts are not only reflected in the field of youth culture such as music, animation, youth arts etc., but also in its real master land, the liquor industry. Jiangxiaobai has responsibility to boost the renaissance of the old flavor of Chongqing Gaoliang liquor. Jiangxiaobai inherited the traditional technique of solid-state fermentation from Baisha town, and based on technological innovation and by using red sorghum planted on the selenium-rich local soil as single raw material, Jiangji Distillery brews light-aroma gaoliang liquor through aspergillus transformation and single distillation. We summarized the standard as SLP product code, which stands for smooth, light and pure respectively.
In the next step, Jiangxiaobai and JD will cooperate more in traditional Chinese culture and gradually integrate culture into daily life, and then create a Chinese youth lifestyle.
