About Azbuka Vkusa — AR cups

Azbuka Vkusa is a premium grocery retailer in Russia — a ‘shop around the corner’ placed in the more presentable districts of large cities. For the New Year season, Wave built an augmented-reality activation on the brand’s takeaway coffee cups, meant to drive engagement over the holidays and tie the New Year feeling to Azbuka Vkusa. When a customer pointed a phone at a cup, AR effects bloomed around it: a personal New Year message — randomized, so each buyer got a different wish or small prediction — together with snowflakes, stars and baubles that built a festive atmosphere. The lens reached about 13,700 impressions and 5,100 opens, with 1,400 captures, 159 saves and 174 shares; its audience skewed strongly female (around 82%) and concentrated in the 25–34 age group. The activation gave a premium grocery brand a light, shareable holiday moment on an everyday object customers were already holding.