Limited Editions, Unlimited Possibilities

What comes to mind when you think of limited-edition brand campaigns??

Well, it really depends. To some, it’s all about hype-laden special collaborations with famous pop cultural icons. To others, it might mean seasonal interpretations of their favourite products, re-introduced for celebratory occasions.?

Whatever the answer may be, a casual stroll around retail aisles or a few simple swipes on your go-to e-commerce apps these days is likely to return an almost never-ending roster of ‘limited-time-only’ brand offerings. Seeing how brands across consumer-focused categories are increasingly open to embrace fresh IP partnerships and festive varianting, buyers are indeed spoilt for choice.

TWO APPROACHES, TWO RESULTS

Yet upon closer examination of the limited-edition landscape, you’ll start to notice two prevailing schools of thought. On one hand, there is the ‘Brand-wagon’ tactic; while on the other, there exists a more thematically-driven ‘Brand-first’ approach.?

Let’s check out two examples from the fashion category.?

Back in 2020, Karl Lagerfeld embarked on a collaboration with KFC in China, as part of its 80th?anniversary campaign. The fashion house produced two limited edition bags that wore a customised KFC-led design, along with monochromatically-styled KFC uniforms and an exclusive fashion show. Now, while there was certainly no lack of audacity; there was clearly a lack of considered thought. In fact, it was reported that only?three?limited-edition bags were sold, along with a wave of criticism from befuddled fans of both brands

Next, let’s look at the widely-acclaimed team-up between KENZO, Tiger Beer and WWF back in 2019. Aptly named ‘Rare Stripes’, the highlight of this campaign was a unique garment collection connecting people to stories around the endangered tiger species, encouraging them to consider the real animal behind the symbol. Beyond the masterful visual integration, the endeavour extended into digital experiences and events — and generated positive reception amongst audiences. All in all, the obvious link between all three brands managed to drive a significant user message beyond just radical, opportunistic novelty.???

So here’s the thing: in what is clearly a saturated playing field, what does it take for brands exploring this space to truly stand out and hold their own?

At Cowan, our extensive experience partnering with brands across categories looking to pursue limited-edition opportunities has allowed us to identify three key tenets of what companies should consider.?

#1: CANVAS FOR CREATIVE SYNERGY

As discussed above, the impetus for a limited-edition campaign is often driven by exciting new partnerships with IPs that enjoy massive followings. Yet, as the Karl Lagerfeld x KFC flop has demonstrated, there needs to be a good synergistic fit that brings together the individual strengths of each party involved.?

The SENKA x Hello Kitty collaboration that our Cowan team had the opportunity to work on is a prime instance of this need. Moving into a post-COVID world, SENKA wanted to remind everyone that no one is ever truly alone by partnering with Hello Kitty to introduce a limited-edition take on its Perfect Whip facial cleanser series.

As we embarked on the project, a huge challenge surfaced: against the backdrop of countless Hello Kitty brand collaborations, how might we avoid arriving at a creative solution that doesn’t just over-index towards the visual cues of Hello Kitty? With that in mind, we applied our proprietary Hard Working AssetsTM?methodology to identify SENKA’s core distinctive brand assets — with a view on how we might further infuse a Hello Kitty-inspired dimension.

#2: COHERENCE OVER CONSISTENCY

Back in the old days of branding, the rule of thumb was to keep consistent via repetition. While that certainly remains true for some aspects of ‘business-as-usual’ branding and communications; it’s important to remember that limited editions are anything but.

Applying this thought to the core objectives behind each limited-edition project, whether it’s to leverage the star power of a new brand ambassador or to roll out a new variant, grants marketing teams the creative license to liberate themselves from the everyday expression of their visual identities. That being said, there needs to be an authentic reflection of the brand’s positioning — which helps to keep the eventual limited-edition output familiar and resonant enough.

At Cowan, the recent Oreo x BLACKPINK special edition packaging that we worked on is one such example. Rather than slapping on images of the band members or just splashing the signature Oreo blue, we wanted to make sure that there was enough visual flexibility for ‘new-news’ impact. This led to our simple, bold design: featuring a co-branded identity, the iconic BLACKPINK crown playfully partnered with the equally iconic Oreo cookie.

#3: PORTAL FOR USER ENGAGEMENT

Being buyers ourselves, we can all agree on that it’s easier to remember what we?did, over what we?bought. By this logic, the best kinds of limited-edition packaging are the ones that serve as just the first step of a bigger user experience. Whether it’s collectibles, supporting activations or social media conversations — it’s all about making a deeper impression on target audiences after the transaction.

During last year’s Ramadan festive period, we were engaged by Mondelēz International to create a limited-edition packaging sleeve for Cadbury Dairy Milk as part of its ‘Bake from the Heart’ campaign. The campaign sought to amplify the seasonal tradition of giving, while reminding Malaysians of the goodness that comes with baked delights.?

Diving headfirst into the ideation stage, one big insight inspired our team to pursue a more experiential and innovative packaging solution. While homemade treats are highly desirable and can be a real source of pride, the precision and accuracy that baking itself demands means it’s often a hassle to get it right.

Through multiple drawing constructions and research around dimensions, we transformed the pack sleeve into an instructional sheet. The instructional sheet offered a simple step-by-step approach to actual baking, while being supplemented by retail and digital activations to further drive social media conversations amongst enthusiastic Malaysian users.

IN A NUTSHELL

At the heart of every limited-edition offering lies the element of exclusivity and the power to unlock an uncanny FOMO effect. Not only is this a chance to flaunt an invigorating partnership or a snazzy product; it’s also a valuable avenue for brands to tap into the immense possibilities that comes with a ‘business-as-unusual’ opportunity.

However, it’s imperative to recognise that while many companies can find the financial investment to pursue a limited-edition piece — the true sweet spot lies in creating enough buzz that wins memorability, long after the ‘limited-time-only’ tenure is over.?

After all, this isn’t something that we do every day. But when we do, it’s all about making it count.