Limited edition packaging is a great way for brands to monetise key seasons throughout the year. It is an effective tool to help brands re-engage with loyal customers and reach new audiences.
Here are three key advantages of bringing out limited edition products for 2025:
1. Gifting Opportunities
Limited edition products are great for gifting, especially during festive seasons such as Valentine's Day, Easter, Christmas etc. They help to add perceived value even if the product is normally an everyday purchase. Engaging packaging also adds to the aesthetic appeal of the product, giving it a fresh appeal to both current and potential customers.
2. Boost Shelf Appeal
Creating seasonally specific packaging helps to attract new customers and makes your product stand out against the competition. It can also leverage seasonal trends, which in turn creates more purchasing appeal for your product.
3. Customer Engagement
In addition to creating one-off purchasing opportunities for customers, limited edition packaging helps to create engaging narratives around your product. Whether this is through on-pack illustrations or seasonal branding more broadly, it can all aid in the visual appeal of your product. This can also spark wider conversations about your brand, especially if you tap into trends with your limited-edition design.
Limited Edition Seasonal Moments
1. Valentine’s Day
Last year Krispy Kreme created limited edition doughnut boxes for Valentine's Day to lean into the gifting aspect of the occasion. Not only did they change the shapes of their doughnuts, but they created space on their limited edition boxes for people to write personalised notes.
2. Easter
Charbonnel et Walker is another great example of a brand that uses limited edition seasonal packaging. As a premium chocolate brand, this is ideal for gifting. For example, with their delicate Easter edition packaging, they leaned into the cultural importance of chocolate during this season to create their spring-themed chocolate box designs.
3. Christmas
Tracklements created special Christmas-themed boxes for their products. This is great for enhancing the perceived value of their existing condiments, especially when it comes to festive gifting.
Key Event Calendar Dates
1. Sporting Events
Ladurée is another brand that uses limited edition packaging to its advantage. An interesting example of this is their collaboration with the 2024 Paris Olympics. They created packaging that highlighted graphics from the event without straying completely from their iconic luxury branding.
2. Royal Events
Let’s take a look at Fortnum & Mason, a brand that utilises limited edition packaging very effectively. To celebrate the Queen's Platinum Jubilee they brought out a limited edition packaging that gave a detailed glimpse into the Queen's life. Not only does this create visual appeal, but it also gives a sense of individuality compared to their normal ranges. This is great for creating gifting opportunities.
3. Festivals
Every year Skittles lean into their rainbow colours to promote pride through limited edition packaging. This often accompanies charity donations.
