limited edition A limited edition is a work of art, such as a book which is only produced in very small numbers, so that each one will be valuable in the future.
When a company releases anything limited edition there aim is to keep their loyal customers interested, it also is applied to draw in more customers to their brand. It mainly helps to promote their product or to either give their products a bit of a boost.
When it comes to bottle packaging they often involve seasonal events to create a happy feeling. I think this is important as it develops a strong relationship between the consumer and brand.
Coca-Cola launched the Sunshine Collection in 2015, where celebrities and designers showed what brought them sunshine. They gave £1,000 for every submitted design to the Terrence Higgins Trust, the UK’s leading HIV charity and chose four designs to form the official Sunshine Collection, sold at Harvey Nichols. They belonged to Manolo Blahnik, Trevor Nelson, Jonathan Saunders and Scissor Sisters. From performing this limited edition campaign in brought a lot of interest to the brand, it also gave Coca-Cola respect from the public for their contribution to charities.
Limited edition bottles always have an engaging packaging. It allows the brand to step out of the more recognisable visual they offer on a day to day basis. Often having a theme to the bottle such as the sunshine collection. To apply this method to Fever Tree brand would be considerably different in the aspect of detail and sophistication. Because Coca-cola has targetted all ages they can afford to create something childish or even mature, whereas Fever Tree has a much older target audience, so designing something childish could possibly embarrass the brand.
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