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Industry NewsJones Soda harnesses the power of user-generated media

Jones Soda harnesses the power of user-generated media


Jones Soda has built an unconventional customer engagement campaign with user-designed label artwork and marketing content. Jones is releasing its new collection of augmented reality (AR) labels that turn into short action videos of daredevil athletes, edgy artists and other masters of their preferred crafts with their phone cameras. The animated labels appear on 1.5 million bottles spanning five top-selling soda flavours, marking the brand’s third AR series since last July. 

Activated with a proprietary Jones Soda app, the new series spotlights influencers ranging from a professional slackliner with 2.1 million TikTok followers to a freestyle biker, professional scooter rider, jump-roping pro skater, semi-pro skateboarder, and trampoline athlete. The collection also moves beyond extreme athletes to showcase a graffiti artist, music video director, landscape painter, champion women’s soccer goalkeeper, middle-school martial arts competitor, and others pushing the envelope in their respective fields.

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