Epson partners with Usain Bolt on launch of EcoTank printer range

Usain Bolt posing behind an Epson printer
(Image credit: Epson)

Epson has partnered with Usain Bolt on the launch of its new cartridge-free EcoTank printer range, in a bid to expand its customer base and promote its heat free printer technology.

Epson’s EcoTank range includes single and multi-function A4 printers, which the company said ship with up to 3 years worth of ink.

The EcoTank ET-1810 is advertised as delivering up to 4,500 pages in black and 7,500 in colour through one set of ink bottles, while the EcoTank ET-4850 claims to print up to 14,000 pages in black and 5,200 pages in colour. This is the equivalent of up to 72 cartridges worth of ink, according to Epson.

Since their launch in 2010, over 60 million EcoTank high-capacity ink tank printers have sold worldwide, with Epson saying that customers have saved up to 90% on printing costs. The company added that EcoTank printers also contain Micro Piezo Heat-Free Technology, which allows customers to experience reduced energy consumption with fewer replacement parts needed over a device's lifetime.

“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,” said Yoshiro Nagafusa, president of Epson Europe.

He added that Bolt is the perfect partner for Epson and that his engaging character will help bring the company’s low-cost printing solutions to life in a fun and engaging way. He also added that the partnership would help move EcoTank up to the next level, extending the company’s customer reach as part of its wider investment in heat free technology.

The eight-time Olympic gold medallist is set to star alongside the company’s EcoTank in a TV advertising campaign in the UK and Germany, as well as appearing on billboards, online banner ads, on Point-of-Sale in retail outlets, and on social media throughout the rest of Europe.

“I’m delighted to be working with Epson to help spread the word about EcoTank printers,” said Bolt. “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.”

Bolt will demonstrate in the promotional partnership that with Epson’s EcoTank printers, customers can “Just fill and chill” for up to three years of cartridge-free printing.

Zach Marzouk

Zach Marzouk is a former ITPro, CloudPro, and ChannelPro staff writer, covering topics like security, privacy, worker rights, and startups, primarily in the Asia Pacific and the US regions. Zach joined ITPro in 2017 where he was introduced to the world of B2B technology as a junior staff writer, before he returned to Argentina in 2018, working in communications and as a copywriter. In 2021, he made his way back to ITPro as a staff writer during the pandemic, before joining the world of freelance in 2022.