MELBOURNE-based has released the world’s first magazine on a bottle.
Developed in Melbourne by young entrepreneurs Joanna Wojtalik and Alex McKinnon, the patented technology enables a 32-page, full colour magazine to be contained within a glossy label on a 600ml spring water bottle.
The innovation titled ‘On-Product Publishing’ is set to overhaul the print publishing world and deliver unprecedented circulation figures, thanks to the marriage of publishing and consumer goods, according to the company.
To launch On Product Publishing, MMC has created a new masthead - iLove - targeted at the key 18 to 25 female demographic.
iLove will be carried on a specially designed 600ml bottle.
Four issues of “iLove” will be published every fortnight until April when the publication will go weekly.
The minimum circulation / distribution will be 150,000.
The innovation creates an unprecedented point-of-difference in the bottled water market and will allow iLove, as a new market entrant, to compete directly in the premium range with H2Go, Mount Franklin and Pump, according to MCC.
With On-Product Publishing set to become a worldwide phenomenon, MMC has plans to expand into children’s and men’s magazines in the next 12 months, and will shortly announce a series of joint ventures with other major publishers and beverage companies.
The original idea belongs to Joanna Wojtalik, who came up with the concept of on-product publishing whilst studying marketing at university in 2003.
“I take a lot of interest in the content of product labels and how they are used to market a product. It occurred to me that there was a lot of scope to do more with product labels. I thought a magazine inside a label would create a huge point of difference in any consumer product,” she said.
Joanna approached publishing developer Alex McKinnon to take the concept to market.
MMC has patented the technology and processes worldwide, and lodged numerous trademarks including Media Bottle, Peel To Reveal, On Product Publishing and Magazine on a Bottle.
MMC will shortly begin offering the technology to other companies for direct marketing applications.