Advertising best practice, evidence and insights

Article • WARC Best Practice, July 2019

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.

Dunkin’ re-energizes dated QSR brand with seven strategic principles of brand optimism

Article • Geoffrey Precourt, Event Reports, ANA Masters of Marketing Conference, October 2019

Dunkin’, the quick-service restaurant chain, successfully revitalized its brand through focusing on optimism.

Coca-Cola: Connected Coke

Case Study • MMA Smarties, Silver, X (Global), 2019

Coca-Cola, the soft drinks brand, increased consumer engagement globally by developing a pair of drinking glasses that light up whenever used, allowing friends to share their Coca-Cola drinking moments with each other.

Coca-Cola: Cric N Coke - ICC Promo Game

Case Study • MMA Smarties, Finalist, X (Global), 2019

Coca-Cola, the soft-drinks brand, launched an online cricket game to engage consumers and increase sales in India, during the ICC Cricket World Cup season.

Moxy builds a hotel brand for a next-generation traveler

Article • Stephen Whiteside, Event Reports, Youth Marketing Summit New York, September 2019

Moxy, the hotel brand, is carving our a distinct niche in a category that can often be defined by undifferentiated experiences.

Big tobacco accused of flouting branding ban with other innovations

News • 22 October 2019

Tobacco firms in the UK are accused of circumventing laws that stipulated unbranded brown packaging for products, through a variety of strategies that have helped brands stand out while staying within the letter of the law.

How Carlsberg’s packaging innovations affect its marketing

News • 21 October 2019

The unveiling of two prototype paper beer bottles by Carlsberg last week marked the Danish brewer’s most ambitious innovation in sustainable packaging so far, but even the simpler Snap Packs, using glue rather than plastic rings to hold beer cans ...

Successful food packaging in the health and wellness era

Article • Emma Bennett, WARC Exclusive, October 2019

Discusses the key elements that make for a successful recipe in today’s food packaging environment.

Braun: Designed for what matters

Case Study • Account Planning Group - (UK), Entrant, 2019

Braun, a consumer products company, reframed the brand's essence globally to a suit a modern audience that favoured simplicity.

Skittles: How we earned pride of place on supermarket shelves

Case Study • Account Planning Group - (UK), Silver, 2019

Skittles, a brand of fruit-flavoured sweets, launched a campaign associated with London Pride to increase retail distribution and engage young people in the UK, which led to an ROMI of 142% within a year.

Subbuteo: Bent it like a 2cm figurine

Case Study • Account Planning Group - (UK), Entrant, 2019

The Football Association, the governing body of association football in England and other Crown dependencies, increased ticket sales for the women's FA Cup Final after partnering with Subbuteo to create a female version of the classic board game.

Dosist: 5,000 Years In The Making

Case Study • Account Planning Group - (UK), Gold, 2019

Dosist, the cannabis pen brand, harnessed all the disruptive power of cannabis to launch the brand that invented the category of dose-controlled cannabis in California.

How Mentos used online behaviour to fuel offline connections

Case Study • Account Planning Group - (UK), Entrant, 2019

Mentos, a candy brand, increased sales and awareness of its sweets globally by printing dares on them, which encouraged people to communicate with each other.

Gilette: Handle with care

Case Study • Account Planning Group - (UK), Entrant, 2019

Gillette, the shaving brand, used strategic thinking to create a new product, Gillette TREO, for a category with a previously unserved audience in the US.

The United State of Women: The WoManikin

Case Study • Jay Chiat Strategic Excellence Awards, Silver, Product/Service Creation, 2019

The United State of Women, a national organisation for gender equality, launched the WoManikin, an attachment that gives manikins breasts to help educate people about giving CPR to women in the US.

How Carlsberg Beer’s ‘Snap Pack’ Solved A Sustainable Packaging Challenge

Article • Anna Hamill, WARC Exclusive, October 2019

In an interview with WARC, Pete Statham, sustainability manager and Alastair Porter, senior brand manager at Carlsberg UK discuss how one of Europe’s best known brewers developed a world-first plastic-free way to sell packs of beer.

Islands and connections – creating organisations everyone loves

Article • Jonathan Lovatt-Young, Admap, October 2019

Examines experience strategy, failing experiences and the future of experience in the age of responsibility.

How brands can build a great voice skill

Article • Andrea Savidge, and Claire Barrett, WARC Best Practice, September 2019

Outlines best practice from software company Mubaloo's experience in developing voice skills with clients and partners, covering top considerations from its strategy, design and development teams.

Moments of truth

Opinion • Faris Yakob, September 2019

In 2005 P&G coined the term “first moment of truth” to describe the importance of packaging in their marketing model.

Bench: Generation Fluid

Case Study • CJ de Silva, Melvin Mangada, Ryan Caidic, WARC Prize for Asian Strategy, Entrant, 2019

Bench, the Philippines' leading local fashion retail brand, used a digital campaign to raise awareness of its range of classic male scents and grow sales.

KitKat: Break in case of life's little emergencies

Case Study • Sonia Pascual, Earl Javier, Nanais Hernandez, WARC Prize for Asian Strategy, Silver, 2019

Nestlé-owned chocolate bar brand KitKat re-vamped its packaging to reverse declining sales in the Philippines.

Coca-Cola: Faces of the City

Case Study • Roshni Hegerman, Richard Cotton, Steve Llewellyn, Cia Hatzi, WARC Prize for Asian Strategy, Bronze, 2019

Beverage brand Coca-Cola took a radical approach in China to launch a sleek new can that appealed to Chinese youth.

Livpure: Rivers in a bottle, to save India's rivers

Case Study • Yousuf Rangoonwala, Sanketa Kapse, WARC Prize for Asian Strategy, Entrant, 2019

Water purifier brand Livpure adopted a multi-channel approach to boost brand awareness and draw attention to an environmental emergency in India.

Coca-Cola: Wear Your Pride

Case Study • Erielle Pineda, WARC Prize for Asian Strategy, Entrant, 2019

Coca-Cola changed the brand's iconic red label into a wearable rainbow-coloured band in honour of Pride March in the Philippines to promote its long history of championing diversity and inclusivity.