oculto&39s primary and secondary packaging use atypical elements to connote an air of mystery and surprise.launched purposefully on friday the 13th, anheuserbusch&rsquos newest brew lives up to its name by presenting onpackage details and surprises that represent several firsts in the u.s. beer market.on friday march 13th anheuserbusch launched a new beer, oculto. the lager&rsquos novel formulation&mdashinfused blue agave for a unique citrus flavor&mdashand positioning centers on mystery and spontaneous nights out with friends. the packaging brings those elements to life in a highend look that is energetic, intriguing and that lives up to its name, which translates from spanish as &ldquohidden&rdquo or &ldquowaiting to be found.&rdquo&ldquowhile launching on friday the 13th may seem unlucky, we&rsquore challenging the superstition,&rdquo says jorn socquet, vice president of marketing, anheuserbusch. &ldquoit fits oculto perfectly. it&rsquos unique. from our approach to our packaging, we&rsquore doing things differently.&rdquothe packaging delivers several revelations that demonstrate how the brewer and its designers drilled down in ways that play further on the brand&rsquos elements of mystery and intrigue.for starters, the carton shown above uses metallic fiberboard packaging, which ab claims as a first for beer packaging in the u.s.you can read about the tactile, blacklightlit bottle on the next page. 
