Does your limited edition really add value?

Limited Editions seem to be a popular ploy for brands today. Done well, they can create "urgency to buy", increase impact and enhance brand image.

However,  this one from mineral water brand San Peligrino, in partnership with Missoni, seems to have limited added value. You can't really see the Missoni branding much. The branding is small, and the visual, Missoni-esque zig-zags are low key.


Here are some suggestions to make a limited edition work for you

1. A marriage made in heaven

There should of course be a good brand fit from any partnership. In this case the match actually seems pretty good for San Pelligrino. Missoni is fashionable, creative, elegant and Italian.

2. Be bold in design

If you're going to do a limited edition, you might as well go for it. Ideally, this should be in 3-dimensional terms, not just graphic based. This will cost more. But this cost could possibly be re-couped by charging a small premium price. The "Evian by Paul Smith" limited edition gets this right. The Paul Smith visual style is much clearer, and there's even a PS signature on the bottle top. The bottle shape also looks distinctive.

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3. Best off all: product innovation

Best of all is to go beyond mere graphics and actually have a unique product, avaialable for a limited period. This has worked well for H&M, with designs by Karl Lagerfeld, and now Lanvin. On a more modest scale in foods, Covent Garden uses limited editions to tie into seasons – such as the current winter soup, supporting the Salvation Army.

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In conclusion, a limited edition should be bold enough to both stand out and grab attention, creating buzz for your brand, and enhance the brand's image. Otherwise, the impact of your limited edition will be, well, limited 😉