I believe in Limited Edition. Big time. I think it has something to do with my background in trendsetting, and all the things I've seen get mad hype just for the fact that there's only 500 of them. To use a dork reference: It's 2008, and the living is longtail (in other words, tailored exclusivity is bringing some much needed life back to the doldrums of mass production).
It's no wonder then that Blossa's yearly release of a limited edition bottle of glögg, a Scandinavian mulled wine,
sells out faster than a Disney pop star. The design of these bottles doesn't hurt, obviously, but what I like so much about things like this is how they can serve to medic the entire brand. In terms of brand equity, a label like Blossa can amass (in addition to whatever they had going for them prior) a measurable amount simply due to the buzz generated by each new bottle. Will every design blog (or mag) write about your booze consistently if it looks the same? No. Will lots of design, packaging, trendsetting and and alcohol blogs give you consistent, free publicity on a yearly basis if you give them something to talk about? Yes. For now, anyway. And this almost works for everybody; I literally think that if Tide were to get into super limited edition scents and designs, they'd sell. And people would talk about it.
Oh, and after enough groundwork, the "Limited Edition" aspect of these products can still almost meet demand. Production of this year's Blossa: Half a million. It will sell out. Not bad, huh?
Via The Dieline