Epson and Usain Bolt sign partnership to promote cartridge-free printing

13th October 2021 - Epson has announced a European-wide partnership with Usain Bolt, the world’s fastest man. Eight-time Olympic gold medallist, and widely considered to be the greatest sprinter of all time, Usain will be the face of a major awareness building campaign for Epson’s cartridge-free EcoTank printers.

Usain will star alongside Epson’s EcoTank in a TV Advertising campaign starting later this week in the UK and Germany, as well as appearing on billboards, online in website banner ads, on Point-of-Sale in major retail outlets and on social media throughout the rest of Europe. Usain will demonstrate in his own light-hearted way that with Epson’s EcoTank printers, you can literally “Just Fill and Chill” for up to three years of cartridge-free no-hassle printing¹.

The campaign will also highlight how Epson’s ink delivery subscription service, ReadyPrint, can save customers up to 70% on printing costs², with ink delivered directly to your door before you run out.

Over 60 million EcoTank high-capacity ink tank printers have sold worldwide since their launch in 2010, saving customers up to 90% on printing costs³. The printers come with high yield ink bottles instead of cartridges. One set of ink bottles is the equivalent of up to 72 cartridges worth of ink. Epson has recently refreshed its award-winning range of EcoTank printers enabling busy households and small offices to enjoy hassle-free printing at an ultra-low-cost per page. All Epson’s new EcoTank printers feature its Micro Piezo Heat-Free Technology so you can enjoy also reduced energy consumption with less need for replacement parts.  

Commenting on the partnership, Yoshiro Nagafusa, President of Epson Europe said: “Usain is the perfect partner for us! He is one of the most recognisable people in the world and his engaging character will help bring our low-cost printing solutions to life in a fun, memorable and engaging way. With more of us working from home than ever before, and modern family life getting busier, now is exactly the right time to raise even more awareness of our EcoTank printers and the cost saving benefits they deliver.”

Usain Bolt said: “I’m delighted to be working with Epson to help spread the word about EcoTank printers. I only partner with brands that I believe can make a real difference. EcoTank printers remove many of the frustrations that exist around printing with cartridges so anything that can help make life a little bit easier has got to be a good thing.  But it’s about much more than that! We share many of the same values such as building better futures. For Epson, that’s all about building trust through its products, products that help communities grow and prosper. And for me it’s about inspiring others to follow their dreams, regardless of how big or small they may be.”

For a look at the new TV Commercial, and to see some of the extra footage filmed during the shoot, take a look at our YouTube Channel - https://www.youtube.com/user/EpsonEurope

1. Based on print volume of 100 pages per month and the lowest yield produced from the first set of inks.
2. ReadyPrint EcoTank – save up to 70% on printing costs
Epson ReadyPrint Flex calculated on subscription cost of printing the max. pages within the relevant plan, compared to the average cost to print the same number of pages (A4 prints of ISO/IEC 24711) with the genuine consumables used in the 50 best-selling consumer printers (according to GfK Inkjet Printing Devices and Inkjet Printing Cartridges Point of Sale panel market data for Germany, France, UK, Spain and Italy Apr-19 – Mar 2020).Cost per page calculated with reference to the average printing costs for these top 50 models, calculated by dividing the relevant cartridge sales revenue and total yield by unit sales (according to GfK Inkjet Printing Cartridges Point of Sale panel market data for Germany, France, UK, Spain and Italy Apr-19 – Mar 2020).
3. Average cost per page saving and average number of inkjet cartridges required to print the same number of pages as EcoTank “102” and “104” ink bottles. Comparison between average yield (A4 prints of ISO/IEC 24711) of EcoTank “102” and “104” bottles and the genuine consumables used within the 50 best-selling inkjet cartridge printers (according to GfK Inkjet Printing Devices and Inkjet Printing Cartridges Point of Sale panel market data for Germany, France, UK, Spain and Italy Apr-19 – Mar 2020).