HP has teamed with the World Advertising Research Center (WARC) to promote education on the value of packaging. Recent research illustrates that packaging is the second most effective medium for driving brand engagement, yet 95% of brands are unaware of these opportunities or are resistant to change.

This new research report from WARC and HP details how digital packaging can increase consumer engagement with brands through avenues like personalization. The report shows that digitally-printed packaging is driving key metrics like sales, market penetration and ROI.

The WARC Report delves into the themes that impact marketers’ decision-making, provides in-depth case studies – from leading brands like Coca-Cola and Hershey’s – and unpacks a wide range of data to help brands understand the impact of effective packaging.

Some of the report’s highlights include the role of packaging in media, the use of emotion, storytelling and user-generated content in digital packaging, the use of special edition packaging to measure campaign metrics, and more.

The report is available to download now, and it provides the data and resources to remove digital adoption barriers. Brand decision-makers have the opportunity to learn how they can leverage digital packaging for marketing growth.