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New Amcor technology focuses on closures & caps digital exposure

Amcor has launched IMPRESSIONS, a technology developed in collaboration with MGJ that enables brands to customise closure liners, such as the underside of bottle caps.

The CMYK colour printing technology allows brands to print QR codes and logos, for digital engagement with consumers.

IMPRESSIONS is designed to 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.

Amcor Capsules specialises in the design and manufacture of capsules and closures for wine, sparkling wine and spirits.

“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,” she added.

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.