“Impossible is the new possible” coming to trend since then, and business marketing has been booming with the topic. Recently inspired by the once impossible expedition, Krispy Kreme put out their Original Filled Donut– a spin off of their traditional glaze with Original or Chocolate Kreme filling. Similarly, Budweiser and Oreo followed the celebration and released their own limited release products. A glow in the dark cookie packaging, and an of-the-time 1960’s brew.
So why are these brands feeling so inclined to create these limited release products?
Where Budweiser, Krispy Kreme, and Oreo really excelled with the limited release brand marketing was in associating their brands with the feel good and success factor that was very much an integral experience of America at the time. Those brands are American based and by amplifying its association with key American characteristics around a significant event, those executives hoped that customers would associate their brands with a memorable occasion in their lives, and one which brought to mind the feeling of achievement as well as celebration.
Apart from the achievement/ feel good associations and creating demand through exclusivity, limited edition brand packaging can also reaffirm to its target customer that they have made the right brand choice. Limited edition packaging tends to be of a higher and more eye-catching quality than the standard packaging for the brand, which in turn makes it look even more enticing and, importantly, more exclusive and thereby making it more sought after.
According to Boston Consulting Group (BCG), 50% of U.S. Millennials between 18 to 24 years old and 38% of those ages 25 to 34 agreed that brands “say something about who I am, my values and where I fit in.” This means that products and packaging that reflect the consumer and speak directly to them will ultimately create a strong emotional fusion that can be leveraged for purchase.
And not only are emotions stoked for the brand long-term, but “limited-time-only rollout of personalized packaging has the ability to create unique connections with consumers who might be mulling a purchase.” This means that, with the right packaging, consumers are much more likely to make an immediate buy.
Within their established vision, Budweiser, Krispy Kreme, and Oreo, are committed and invested in their customers, and are constantly searching for ways to reinforce that they are the correct brand of choice. Could this be something your company could benefit from?