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 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 mainstream brands, such as winemakers, are looking for new ways to reach and interact with their customers more directly. After extensive consultation with his own clients, Amcor developed IMPRESSIONS, which will enable online experiences to directly benefit brands and consumers. Buyers can scan a QR code or view a logo printed on a zipper liner and access other brand information or promotions depending on what is printed.
“We are very proud to launch IMPRESSIONS and play a role in the vital brand-consumer relationship,” said Catherine Fontinha, Marketing Manager for Amcor Capsules. “This simple addition of printing under a bottle cap not only improves the customer experience, but can also pique the curiosity and willingness to engage with businesses outside of the regular buying journey. ”
The printing of 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. Technology can also redirect consumers to branded websites, proprietary information, or packaging recyclability, to inform and connect with them in more meaningful ways. “For our customers, the brand’s reputation is also of the utmost importance,” concluded Fontinha. “This is 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’re excited to finally be able to highlight our latest innovation.