Everyone has heard of the McRib and Shamrock Shakes, maybe Starbucks customers can name a Pumpkin Spice Latte, but after that it is really reaching. A survey of over 6,000 people showed that McDonald's locked down the two spots on the list of top-five favorite limited edition foods of all time but everyone else needs to make up some ground.
Very few could name Mountain Dews' Baja Blast or Oreos' Red Velvet cookies without being prompted.
But it may be an untapped market. 20 percent of Americans say they purchase limited edition items often, with 60 percent citing that trying a new flavor is the leading factor motivating their purchase. 38 percent say they purchase limited edition food products because of unique packaging.
And people will be more likely to purchase a limited edition product if it is related to a good cause, tied to a seasonal trend or packaged in a unique way, they claim.
"A limited edition strategy could add real value to any marketing mix," said Andy Jolls, chief marketing officer at marketing research company Instantly. "Still, CPG and food marketers should think carefully about which message and positioning will resonate most with consumers. Specialty packaging and seasonal flavors still interest consumers, but as millennials grow to become the primary consumer group in the country, socially conscious product campaigns should not be overlooked."
So Campbell's Soups' Andy Warhol cans may not be the way to go, since he died long before they were born.
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