Article
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Callum Saunders, WARC Exclusive, December 2020
With sustainability more a concern to consumers, grocery brands need to avoid ‘greenwashing’.
Research Paper
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MRS Awards Papers, Finalist, MRS Award for Business-to-Business Research, 2020
Dawn Foods, a bakery manufacturer and ingredients supplier, created an international online community to gain key customer insights.
Article
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WARC Best Practice, December 2020
Provides guidance on using packaging to create standout for brands and drive purchase consideration.
Article
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Jenn Szekely, WARC Exclusive, November 2020
This article explains how analog approaches such as hand written notes and print catalogs can make the difference to customers in an increasingly e-commerce world.
Research Paper
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Maitreyee Patki and Jayanth Narasimha, ESOMAR Conference papers, APAC, 2020
Zeroes in on one facet of sustainability, plastic pollution, and the communication of sustainability efforts through packaging.
Research Paper
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Neha Arora and Sonia Pall, ESOMAR Conference papers, APAC, 2020
Amazon, the online retailer, used semi-structured interviews to identify pain points in its customers' experience in India which helped it develop a new UI design, rolled out across all marketplaces.
Article
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Ian Payne and Greg Clayton, WARC Webinars, November 2020
This webinar is part of The WARC Guide to Effective Packaging, which explores how product packaging is embracing a wave of innovation, driven by a push for sustainability and the rise of e-commerce.
Article
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WARC Exclusive, November 2020
The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
Data
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Rob Clapp, WARC Data Points, November 2020
An overview of consumers paying more attention to health and hygienic packaging in their post-COVID purchases.
News
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10 November 2020
When redesigning packaging, brands should consider key brand assets and ensure the new design remains familiar with a ‘just noticeable difference’.
News
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09 November 2020
Sustainability – not self-evidently related to the pandemic – has been made more important by COVID-19 as people have become more aware of how their actions can affect not only each other but also the environment.
Case Study
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WARC Cases, 2019
Hazelnut spread brand Nutella drove brand equity and engagement among Italian millennials with a promotion that brought people together to encourage openness to diversity.
News
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05 November 2020
Packaging – frequently a brand’s first touchpoint with a consumer – is an important part of the marketing mix, and one that is likely to become more so as marketers confront a looming recession and a fragmented media market.
News
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04 November 2020
With the pandemic having driven more retailers and brands online, innovative packaging is creating new marketing opportunities for savvy brands in China.
News
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02 November 2020
More e-commerce and a greater focus on hygiene means people are dealing with more packaging to dispose of, sparking environmental concerns – an exclusive WARC Guide article shows how brands can help their customers to be greener and increase the chan
Opinion
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Jenny Stanley, October 2020
Have you ever noticed a QR code on the milk carton, wine bottle or yoghurt pot? If you scan it with your smart phone camera – it will take you to a connected experience where you will find product information, discount codes, competitions and interactive games or virtual reality experiences.
Article
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WARC Best Practice, November 2020
A summary of new thinking and best practice on effective packaging, from the WARC Guide.
Article
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Aoife McGuinness, WARC Exclusive, October, 2020
The human brain is wired to see structure, logic, and patterns: it helps us make sense of the world.
Opinion
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Rob Hollands, October 2020
Rob Hollands, MD, SharpEnd outlines the opportunities and watchouts for brands looking to engage consumers through connected packaging.
Article
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Rachel Forster, WARC Exclusive, November 2020
As channels continue to fragment and the path to purchase becomes more fluid, packaging design and key brand assets need to work harder than ever to influence purchasing decisions.
Opinion
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Martin Lee, October 2020
Martin Lee, co-founder and managing director, Acacia Avenue says brands must remember that reading is also a behaviour governed by cognitive biases and mental short cuts (heuristics). Consumers subconsciously judge brand copy according to four principles and this reading influences their purchase decisions.
Article
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Victoria Andersen, WARC Exclusive, November 2020
Innovative packaging can help businesses engage consumers with enhanced brand experiences through personalisation, interactive technology, such as QR codes, and 'unboxing' rituals.
Opinion
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Gianmauro Vella, October 2020
Gianmauro Vella, PepsiCo Head of Design APAC & AMESA, explains the design strategy behind the soft drinks company's limited-edition cans.
Opinion
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Roger Horberry, October 2020
FMCG packaging represents prime marketing real estate, one of the most effective weapons in the marketing arsenal. It can literally make the difference between a consumer adding a particular item to their shopping basket or moving on to choose a competitor’s product. No other point in the real world purchase journey has such a stark stop/go aspect to it. In this article we’ll be looking specifically at packaging copy, and share techniques that will enable you create copy that reduces stop and increases go.
Article
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Alex Baverstock and Ian Payne, WARC Exclusive, November 2020
Consumers’ considerations around, and experience of, disposing of a product at the end of its life can impact future purchase consideration.
