«SVOEMNENIE» ABOUT LE

Limited Edition (LE) is one of the most popular brand development tools. One cannot imagine the contemporary FMCG market without LE, as marketers lovingly call them. There are many reasons for limited editions: they are timed to celebrate the New Year, Valentine's Day, film premieres, sports events. To launch LE famous characters are usually involved such as musicians, nutritionists, bloggers, designers, sportsmen. Sometimes a manufacturer is testing a new taste using LE which can then "enter serial production". In any case, the word "limited" or "restricted" immediately increases the demand for the product. Let's figure out how and why brands launch LE.
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HOW DID IT ALL START?

It is now quite difficult to identify the leader in limited editions releases. You can lose count by tracking all LE of a brand. Moreover, no one has ever got around to collect such statistics. It is also quite difficult to identify the date of release of the first limited edition. LE is a natural product of any manufacturer. However, the brightest case demonstrating the best selling effect of LE is associated with the dawn of records and, funnily enough, the product was the result of a manufacturing defect. 
They used to get records of other shades rather than usual black (by the color of the resin in the composition) during the manufacturing of phonographic records. Shop sellers noticed that these "defective" records differed from serial design and aroused special interest among visitors. Collectors were seeking them out waiting in line and contacting secondhand dealers. The Beatles tapped on this phenomenon having released "The White Album", the album visually stylized as a defective white record.
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KETCHUP GAME

The traditional approach for launching limit editions implies, first of all, changes in packaging design. However, case stories about changing the properties of a familiar product or even creating something completely new are even more impactful. Heinz Caviar is one of the most striking and significant limited editions of recent years. In honor of 150th anniversary, Heinz surprised its audience with ketchup released in the form of separate fish eggs- pearls. A clear and simple product has acquired the features of a gastronomic delight -caviar. 
The accompanying advertising emphasized the exclusivity and novelty of the new product. "Caviar" was presented to top life-style bloggers, some cans was prized draw among regular buyers. Chefs around the world invented recipes based on Heinz Caviar, and food critics competed in ratings. The final of the campaign was a gala dinner at gourmet restaurant, where, of course, all guests were able to try dishes with Heinz Caviar.
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LE, like Heinz Caviar become more than just a news-worthy subject — they give a powerful impetus to the development of the whole segment. (As is well known, the segment of sauces is stagnating). Using "caviar", Heinz once again emphasized its status as the leader of its range, also becoming the technology leader.

THINK LIKE ME!

Coca-Cola takes one of the leading positions of launching limited editions in the category of soft drinks. Probably everyone noticed the consistency with which the store shelves are replenished with new and newer cans of cola. To launch cola upon the release of new films has become a tradition: Batman, Avengers, Stranger things.
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We would like to recall the case with the famous fashion designer Karl Lagerfeld. In 2010, the Coca-Cola Light co-branding collection was released with the silhouette of the maestro, which stirred the feeling of love for fashion and harmony. The launching was clearly associated with fashion and glamour and increased the brand value globally. In Russia, Coca-Cola has decided to focus on the young audience this summer.
The brand decided to play out on the territory of modern culture, music, youth values. The summer limit editions design uses youth slang and images of ambassadors. In addition, a special "teenager" mobile app was developed for launching. As we are informed by a press release on the company's website, Coca-Cola has already started cooperation with famous musicians: Allj, Lena Temnikova and Tima Belorusskih.
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BY THE WAY, ABOUT MOVIES ...

Two hours after being on sale, a set of cosmetics based on "Game of Thrones" by Urban Decay was sold out. Besides Arya and John Snow's sword make-up brushes, the set boasts a rich palette and many specific names: "Mother of Dragons" pallete, 20 eye shadows in honor of white walkers, Lanister's red lipstick, etc. 
No less popularity was gained by the LE model of Adidas trainers (also timed to the final season release). Ultra boost model, previously designed exclusively for running, is now full of family colors of the main families of the series.
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SO, LET'S SUMMARIZE.

Today, limited edition collections are one of the most important tools for the development of FMCG brands. World Championships, iconic series, holidays, media persons are favorite topics of the LE. Using them, brand managers try new tastes, create hype, and produce additional SKUs capturing new space on the product shelf. 
LE have recently begun to go deeper into the topics of social responsibility of business, ecology, waste recycling. A competent, strategic approach to the launching of limits makes them the most powerful tool for broadcasting brand values and increasing customer loyalty.
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PS:

Finally, we would like to demonstrate the video accompanying the launch of Burger King Real Meal LE. The Limit released as a snub to Happy Meal (the popular McDonald's combo meal) covers the problems of psychological health. Being loyal to its corporate provocative style, Burger King openly talks about challenges faced by any city slicker.