Brands Using Limited Edition Packaging
Utilising limited editions within the packaging industry helps brands in lots of different ways. The ‘get it before it’s gone’ notion of limited edition products increases demand this in turn means that people are much quicker to buy things and therefore products on the shelf have a much faster turn-around for the companies.
An example of using limited edition packaging on a massive scale is the ‘share a coke’ campaign which worked for the brand as consumers quickly became attached to the novelty of finding a coke bottle with their name on it. The campaign became a game for customers turning shopping for a drink into a memorable experience. Images of named bottles of Coke were posted on social media and interactions with Coke increased as people complained to them that they were unable to find their name on a bottle. Direct interaction, what more can you ask for as a brand!
Adding fun elements to product ranges can help to increase brand loyalty; people are much more likely to buy from a brand that seems fun and approachable. Creating limited edition packaging is one way to connect with customers in a fun way as consumers feel that they have something unique and special.
The more tailored a customer’s experience, the more enjoyable it’s going to be for them which is why brands must know their target market inside and out.
Global drinks brand, Diageo launched a new range of Smirnoff drinks in October this year that is heavily influenced by the music industry. Smirnoff partnered with musicians Kiesza and Djemba Djemba, linking the release of their new song ‘Give it to the moment’ with the launch of the drinks. The range of drinks is called ‘Smirnoff Electric’ and there are four new flavours of the vodka Berry, Apple, Mandarin and Guarana. The campaign shows that combining digital interactions and content with real life products and packaging can lead to higher levels of engagement.