The effectiveness potential of packaging – and specifically digitally printed packaging – as lead media is explored in new research from WARC and HP Graphic Arts. This looks at the key themes that are impacting marketers’ decisions around packaging and features a range of examples where variable and contextual packaging has been used to drive ROI and sustained growth.

Why it matters

A brand’s packaging is almost never used as a core media channel in a creative campaign, largely due to operational challenges. However, research into the link between packaging, particularly digital packaging, as lead media and marketing effectiveness shows...