Limited editions are increasingly important in maintaining brand relevance with consumers. That is why BACARDÍ rum decided to partner with O-I : EXPRESSIONS to produce a stunning digitally printed bottle design unlocking a Caribbean encounter.

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 BACARDÍ, 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.

— Simone Kockelmann, Customer Marketing Manager BACARDÍ

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 luscious, 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 BACARDÍ bat motif and the brand name along with selected leaves and flowers. An innovative Augmented Reality (AR) experience and a Snapchat Lens can be unlocked via the Snapcode on the bottle.

  • Full body decoration
  • Increasing the surface available for brand messaging
  • Precise printing of text & fine graphical details
Tactile effects
  • Activating consumers by the sense of touch
360° brand messaging
  • Integration of Logos & Key Brand message
  • Full body decoration
  • High-definition printing
  • Precise printing of small fonts
  • Matching brand colors


O-I glass is made in more than 20 countries around the globe. We create innovative, distinctive and beautiful glass packaging that builds brands and drives consumer intrigue.

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