The CMYK color printing technology allows brands to print anything from QR codes to colorful logos, for direct, digital engagement with consumers.
The launch of IMPRESSIONS goes hand in hand with the digital evolution of the past few years. Since the COVID-19 pandemic, social media and digital experiences have become increasingly prolific, making it harder for brands to stand out. Many consumer brands, such as winemakers, have been looking for new ways to reach out to their customers and engage with them more directly. After extensive consultation with its own customers, Amcor developed IMPRESSIONS, which will enable online experiences to benefit both brands and consumers directly. Shoppers can scan a QR code or view a logo printed on a closure liner, and gain access to further brand information or promotions according to whatever is printed.
“We are very proud to launch IMPRESSIONS and play a role in the vital brand-consumer relationship,” said Catherine Fontinha – Head of Marketing Amcor Capsules. “This simple addition of printing under a bottle cap, not only enhances the customer experience but can also pique curiosity and willingness to engage with companies outside of the ordinary buyers journey.”
Printing alphanumeric or QR codes inside the closure, invites customers to engage in digital experiences, such as contests, games or giveaways for a premium customer experience. The technology can also redirect consumers to brand websites, exclusive information, or packaging recyclability, in order to inform and connect with them in more meaningful ways. “For our customers, brand reputation is also of upmost importance,” concluded Fontinha “This is why IMPRESSIONS is not just for users, but for vendors too”. The printed liner is accessible only when a customer has already bought and opened the product which makes it a formidable traceability and authentication tool. The specialist printing has a variety of applications and we’re thrilled to finally bring our latest innovation to light.”