Malfy, the Pernod Ricard-owned premium Italian gin company, is promising to whisk its customers to the Amalfi Coast – virtually, via their phones.

The brand has unveiled a new global augmented reality experience: Escape to a Malfy World.  Drinkers can access it digitally from a phone or tablet via a web link, social post or QR code.

Once activated, users can select from a range of destinations, each featuring different Malfy botanicals – from a terrace overlooking the sea (Malfy Con Arancia) to a swimming pool scene (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.

Malfy is placing codes on 300,000 bottles, out-of-home and point-of-sale sites worldwide. It is supporting the campaign with global press and influencer activity.

Carlotta Colkin, Global Brand Director for Malfy, Pernod Ricard, said: “We’re proud to launch the first augmented reality experience for a gin brand, where fans have the opportunity to choose their own path through a beautiful Malfy world and enjoy different narratives and outcomes. The option to share a “Malfy Moment” via social channels further amplifies this magical experience.”

The digital experience was built in partnership with Darabase and Art of the Possible.