Closures specialist Amcor has upped its game with the release of the next generation of customizable closure liners that contain images that can be scanned by a smartphone to unlock digital content.
The company says this will boost the interaction between producers, brands and consumers by enabling direct, digital engagement between producers and consumers in an age where social media and digital experiences have become increasingly common, which has made it harder for brands to stand out.
The new full colour Impressions closures have built in tech that means shoppers can scan the logo or QR codes on the underside of the bottle cap to unlock exclusive information on the brand, details on packaging recyclability, or engage in digital experiences such as a competitions or giveaways.
Catherine Fontinha, head of marketing at Amcor Capsules said the company was proud that the role the new Impressions would play in the “vital brand-consumer relationship”
“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 buyer’s journey,” she said.
She pointed out that that the specialist printing technique had a variety of applications, and because the printed liner was only accessible after the customer had already bought and opened the product, it made it a “formidable traceability and authentication tool”.
“For our customers, brand reputation is also of upmost importance. This is why Impressions is not just for users, but for vendors too,” she said.
“We’re thrilled to finally bring our latest innovation to light.”
The new Impressions closures are available to customers in Europe, North America and South America and compatible with a variety of its tin liners and and aluminum closures.
The company, which has plants in France, Canada, USA and Chile,
Last year it rolled out new recyclable closures that can be adapted with bespoke designs for both wine and spirits brands, called Shapeart which allows customers to choose from a range of print and finishing options, and engineer “architectural features” for their custom closure.
The company has also collaborated with Garçon Wines on a flat wine bottles made from post-consumer recycled (PCR) PET plastic, for the US market. Garçon launched their wine bottles in the UK in 2017, partnering with Naked Wines in 2019.
