As brands with personalised packaging are growing 40% faster than others and O-I’s innovation enables drinks companies to offer a collectable bottle to their customers from one source file with no mould or label changes.
The service offers brand owners the opportunity to choose from several variations during the same print run including:
- Changing a graphic on the bottle
- Changing the colours within the graphic design
- Changing a name or a word on the bottle
- Using different customized tactile digitally printed effects with O-I : Expressions Relief
- Serialization of the bottles, for example by applying a sequential number for limited editions or an individual fixed code – e.g. QR or 2D datamatrix code unlocking an online experience
Melianthe Leeman, global marketing director, wines and spirits, O-I, said: “We see great opportunities for O-I : Expressions Signature not just for premium and luxury special editions but also for global brands who can make one run of a common bottle shape then create culturally appropriate designs for different markets within the same print run.”
She said gifting is becoming increasingly popular with spirits and wines and people like to have more unique types of gifts with trends towards personalisation.
“Before we had to have various printing stations at the same time that could do eight different design, but sequentially. If a customer ask for two million different names on two million bottles, we can create a database and print them individually along the same line.”
This applies to text and images, as demonstrated at London Packaging Week.
The company has several projects with brands which will be launched soon, she confirmed.
She added that research had shown good feedback form consumers willing to pay for personalised gifting in this sector.
Sample bottles were distributed at last weeks London Packaging Week at the Excel, each printed in different colours, with a city name ‘embossed’ vertically using transparent relief printing and a QR code taking users to the O-I : Expressions website.
