Effective packaging
This article is part of a series of articles from the WARC Guide to effective packaging. Read more.
In a world where marketing media is increasingly fragmented, a brand’s packaging remains the constant and primary medium for brand communications. With a post-Covid-19 recession looming, packaging is a vital weapon in any brand marketer’s budget-constrained armoury and needs to be invested in, and managed carefully, to maximise its potency.
‘Packvertising’ combines packaging and advertising, in which marketers use their brand’s pack as a key medium in the marketing mix. Rather than just advertising on pack, packvertising encompasses...