Limited Edition Packaging

By Tom Posted on July 05, 2011 Leave a comment

by Amy Barclay

If you think about it, ‘Limited Edition’ designs provide fantastic, extra advertising. The consumer is reminded of the brand, with the added bonus of being tempted by novelty.

Many enterprises bring out seasonal ranges, taking full advantage of shoppers’ celebratory spirits. Design agencies are required to keep a brand’s established identity whilst giving it a fresh, innovative boost. The most successful cases are well-known brands that have a distinct shape to their structure, like the Coca-Cola bottle for example.

Whether a product is designed by an artist such as Paul Smith, or based around a comical concept, or even tells a story, consumers eagerly anticipate their launch. Namely, the annual, limited edition Evian bottle is seen as something special, attractive and even a keepsake.

Nevertheless, there may be a danger for some brands. In 2008, Burger King launched a luxury burger costing £95 (made of Wagyu beef), ‘to be more premium than McDonalds’. All proceeds were to go to charity, and the campaign generated significant press exposure. Then again given their price-conscious, core audience, mixed reviews revealed negative thoughts of an expensive publicity stunt and sizable carbon footprint.

Without doubt, limited edition packaging is something to look forward to, for consumers, but especially for agencies like us as they are so much fun to design!

References:

http://www.whytraveltofrance.com/2009/10/10/limited-edition-evian-bottle-designed-by-paul-smith/

http://www.marketingmagazine.co.uk/news/821808/Marketing-TV-Burger-King-customers-review-95-purchase/