Recent research from the World Advertising Research Center (WARC) shows that packaging is the 2nd most effective media channel (just after videos) — but 95% of brands are unaware or resistant to the opportunity. This report, developed in association with HP Graphic Arts, is an analysis of successful case studies that use packaging as lead media, with a focus on those that utilize variable product packaging through digital printing.

Report on advertising in packaging sponsored by HP

It looks at the themes that are impacting marketers’ decisions around packaging, featuring a range of examples where variable and contextual packaging has been used to drive ROI and sustained growth. The basis for the report is an analysis of case studies from the WARC case study database – all of which have been awarded at, or entered into, shows awarding marketing effectiveness, and are thus regarded as ‘successful’. This analysis is combined with a review of WARC’s global data, industry knowledge and examples. For the full report contact HP Graphic Arts division.