Advertising best practice, evidence and insights

Article • WARC Best Practice, September 2020

Provides guidance on using packaging to create standout for brands and drive purchase consideration.

How to use design in today's fragmented media mix

Article • Katie Ewer, WARC Best Practice, September 2017

This paper provides a best-practice guide for using graphic design, including packaging design, in the marketing mix to build brand equity.

FMCG brands can win market share by courting ‘eco-active’ consumers

News • 18/09/2020

Investing in sustainable innovation can help brands win a growing market share of spending by increasingly environmentally conscious consumers, new research suggests.

2020 MENA Strategy Report: Insights from the WARC Prize for MENA Strategy

Article • WARC Exclusive, September 2020

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the 2020 WARC Prize for MENA Strategy.

Addressing the law of unintended consequences

News • 08/09/2020

If a product line is underperforming then it makes sense to remove it. Or maybe not, if the law of unintended consequences kicks in, as Sweden’s Naked Juicebar discovered.

Piloting deletion: Naked Juicebar’s reverse nudge

Article • Brian Carruthers, Event Reports, Nudgestock, June 2020

Naked Juicebar lost sales when it removed a product line that appeared not to sell well – the reasons why were complex and important.

Initiating impact: Differentiating in a different world

Article • Research on WARC, September 2020

Provides regional insights to support brands as a change agent as they redefine their goals now and into the future.

The significance (& seasonality) of search

Article • Jonathan Jagard, WARC Webinars, September 2020

Jonathan Jagard explores the e-commerce landscape, including why search matters and how brands can adapt to these shifting search dynamics.

The priming effect of competitor product information on advertising creativity

Article • Mark Brown, Roop Bhadury, Nitin Bansal, Ellen Bloxsome, International Journal of Market Research, Vol. 63, No. 5, 2020, pp. 633-648

This article examines the manner in which advertising creativity may be influenced by "near" primes in the form of competitor product information that is presented at the briefing stage of engagement with a client.

New frontiers in packaging technology

Article • Euromonitor Strategy Briefings, August 2020

With COVID-19, packaging’s core functions of product protection and preservation have gained value in the eye of the consumer who suddenly worries about viral contamination and access to retail.

Clean, green and affordable: Striking a balance between sustainability, hygiene and value in packaging

Article • Ian Payne, Greg Clayton and Alex Baverstock, Research on WARC, August 2020

Corporate sustainability, consisting of environmental, social, and economic pillars – the ‘triple bottom line’ – isan important measure of the future viability of successful businesses.

The mailbox is the new retail experience

News • 12/08/2020

The COVID-19 crisis has seen a shift to e-commerce and home delivery – and it’s an opportunity for brands to rethink the role of packaging and leverage the power of unboxing.

Pepsi China celebrates COVID-19 heroes through packaging design

Opinion • Gianmauro Vella, August 2020

Gianmauro Vella, PepsiCo Head of Design APAC & AMESA, explains the design strategy behind the soft drinks company's limited-edition cans.

The WARC Guide to e-commerce and the future of effectiveness

Article • WARC Best Practice, August 2020

A summary of new thinking and best practice on e-commerce and the future of effectiveness, from the WARC Guide.

Delight at the doorstep: letterbox packaging – the new moment of truth

Article • Jenn Szekely, WARC Best Practice, July 2020

With the inevitable rise of e-commerce since the global lockdown, the mailbox has increased in significance as a new retail experience.

Deep RiverRock: The Recycled Logo

Case Study • SABRE Awards, In2 EMEA, Best in Identity Branding, Gold, 2020

Deep RiverRock, a brand of water, removed its logo from its bottle and replaced it with 100% Recycled Bottle to promote its commitment to sustainability in a bold way in Ireland.

What's working in FMCG

Article • WARC Category Intelligence, July 2020

Global strategies, campaign updates and trends in the FMCG category.

Pepsi: #Summergram

Case Study • Case Studies on WARC, 2019

Carbonated drinks giant Pepsi ran a multichannel campaign to increase sales in the US.

The end of in-store browsing?

Opinion • Andrew Wardlaw, July 2020

We’ve all heard that the big weekly shop is back. People are shopping less frequently but spending significantly more when they do.

What's working in mobile

Article • WARC Category Intelligence, July 2020

Global strategies, campaign updates and trends in mobile.

Puck: Making meal-time fun time

Case Study • Tahaab Rais, Anna Sadykova, WARC Prize for MENA Strategy, Bronze, 2020

Spreadable cheese brand Puck used an edutainment strategy to increase sales in Saudi Arabia and the United Arab Emirates.

How P&G is reacting as COVID-19 brings ten years of e-commerce progress in eight weeks

Article • Stephen Whiteside, Event Reports, Lions Live, June 2020

Procter & Gamble, the consumer-packaged goods manufacturer, is ensuring that its marketers and supply-chain experts are more closely aligned to meet the rising demand on e-commerce platforms.

Brand experience in e-commerce

Opinion • Patrick Miller and Tiffany Lilze, June 2020

The shift to e-commerce means brands need to be much smarter about all aspects of customer experience.

The future of packaging 2025

Article • WARC Exclusive, June 2020

Sustainability, e-commerce, technology and sociocultural shifts in health and hygiene will shape the transformation of food and drink packaging in the next five years.

OREO and HBO: OREO x Game of Thrones

Case Study • Case Studies on WARC, 2019

Cookie brand OREO reignited brand love among American adults by launching a limited-edition product created in partnership with HBO’s Game of Thrones.