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Whiskey Goggles

Fireeater150x98.jpgBrown-Forman plans to transport consumers into a "fantastical" 19th century circus world for Early Times Fire Eater cinnamon-flavored whiskey liqueur using the Oculus Rift virtual reality headset. Wearing the Oculus Rift headset, the user will virtually climb to the top of a 50-foot diving platform, dive through three rings of fire and plunge head-first into a tiny pool of water. Roisin Timoney, ‎brand manager, vodkas and innovation at Brown-Forman said creative partners Critical Mass, Tim Bret Day and Inition delivered a "visually rich, category busting campaign ... truly capturing the personality of the Fire Eater brand." [The Drum]