Brisk Iced Tea launches Star Wars-inspired packaging range

US beverage brand Brisk Iced Tea has unveiled a limited-time one-liter bottle with the first-ever Kinect scannable Microsoft tag (M-Tag) printed on a bottle that unlocks content in an Xbox game.

The special M-Tag on the label will allow gamers to unlock an exclusive Anakin Podracer experience in the new ‘Kinect Star Wars’ game, available now, along with the Limited Edition ‘Kinect Star Wars’ Xbox 360 bundle.

The new bottle will feature a gold cap and artist graphics of iconic Star Wars characters R2-D2 and C-3PO. It is available in the US at participating 7-Eleven stores for an exclusive launch period in April and wherever one-liter Brisk is sold throughout May and June. In order to activate the M-Tag and race with Anakin's Podracer, fans can simply hold the new bottle up to the Kinect sensor after loading the ‘Kinect Star Wars’ game and follow the instructions on the menu.

‘To expand upon our successful partnership with Star Wars, Brisk will offer artist-designed packaging that features innovative on-pack technology to deliver exclusive content to a passionate fanbase,’ said Eric Fuller, brand director, Brisk Iced Tea. ‘We're excited to creatively extend our Star Wars campaign to promote the release of “Kinect Star Wars” and to be able to provide an exclusive immersive gaming experience for Brisk consumers and Star Wars fans.’

‘It's clear that our fans have embraced Brisk's authentic yet unique take on Star Wars,’ said Kayleen Walters, senior director, marketing, Lucasfilm. ‘We look forward to another successful collaboration with Brisk featuring fan-favorite characters.’