CMYK color printing technology enables 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 recent 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 their customers and engage more directly with them. After extensive consultation with its own customers, Amcor has developed IMPRESSIONS, which will enable online experiences to directly benefit brands and consumers. Shoppers can scan a QR code or view a logo printed on a zipper liner, and access other brand information or promotions based on what 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 print under a bottle cap not only enhances the customer experience, but can also pique curiosity and the willingness to engage with businesses outside of the ordinary buyer journey.”
Printing alphanumeric or QR codes inside the closure invites customers to participate in digital experiences, such as contests, games or giveaways for a premium customer experience. The technology can also redirect consumers to brand websites, proprietary information, or packaging recyclability, to inform them and connect with them in more meaningful ways. “For our customers, brand reputation is also of utmost importance,” Fontinha concluded. “That’s why IMPRESSIONS is not only for users, but also for suppliers”. The printed liner is only accessible when a customer has already purchased and opened the product, which makes it a great tool for traceability and authentication. Specialty printing has a variety of applications and we are delighted to finally be able to highlight our latest innovation.