3. Limited-Edition Relevancy
3
“Morethan a quarter of all consumers(27%), including 43% of Millennials,
indicate a limited-edition,seasonal, or special-release product is among the
importantfeatures they seek whenpurchasing beverages.”
- BeveragePackagingTrends:SpotlightonBeverageLabeling–US,February2015.
Source: Mintel Reports, Beverage Packaging Trends: Spotlight on Beverage Labeling – US, February 2015
5. HIGH LEVEL OVERVIEW OF INDUSTRY
5
Smart Packaging – Investing money into technology developments to make traditional packaging more appealingin
today’s digital world.
Music Integrations – Partnering with musicians that consumers trust and respect.
Seasonal & Holiday Packaging – Promoting limited-edition packaging across many differenttypes of products.
Art – Collaborating with famous artists and designers for a creative twist.
Sports – Associating with professional athletes that consumers admire.
Pop Culture – Creating a sense of relevancy by integrating with pop culture brands consumers love.
Social Awareness – Curating brand sentiment by affiliating with a worthy cause.
8. ABSOLUT VODKA
Absolut Vodka introduces limited-edition illuminating bottle
• Absolut “Spark”
‒ Button to pushon bottom of bottle
‒ When pressed, the bottle lights up
‒ Overall look shares resemblance withNew Years Eve
theme: white and black with crystal ball texture
8
Source: http://www.adweek.com/adfreak/absolut-lights-night-new-short-film-and-special-illuminated-bottle-164663
9. HEINEKEN + 007
Heineken introduced limited-edition James Bond bottle
• Bottles feature scannable logoand codes
‒ Use mobile phone, visit website, and scan codes
‒ Eligible to win freemovie tickets via Fandango partnership
‒ Half a billion bottles distributed
9
Source: http://www.mobilemarketer.com/cms/news/software-technology/21332.html
“As a brand we are very excited about[the Facebookad
and limited-editionbottles],”saidRalphRiis, seniorvice
presidentof marketingat HeinekenUSA. “Each are
uniqueandfirsts for Heinekenthataregoing to bringour
consumercloser to the Spectre experience.”
10. ANHEUSER-BUSCH INBEV
Beer giant introduces light-up bottles for tequila-infused beer
• Bottles use smart label technology and LED lights
‒ When holding bottle,thumb activates pressure switch
‒ LED lights shine through mask illustration
• Original Ocultobottles debuted in Marchincluded:
‒ Discoverable elements
‒ Hidden messages that appear when beer is cold
‒ Bottles that connect to a geotargeted web application
called “Relics of the Night”
‒ ROTN lets users interact with the brand digitally and win
prizes
10
Source: http://www.adweek.com/news/technology/anheuser-busch-inbev-introduces-light-bottles-tequila-infused-beer-168465
12. SPRITE
Sprite’s Obey Your Verse campaign features 16 limited edition cans
• Cans feature lyrics from hip-hop artists Rakim,Nas, Drake,and The Notorious B.I.G
• Obey Your Verse plays offthe existing Obey Your Thirst tagline
• “Sprite’s ObeyYour Verse campaign is a good example of how packaging canbe delivered in a way that not only appeals to an entire
community (hip hop fans), but also to Black consumers.”
12
Source: http://reports.mintel.com/display/744920/?highlight
13. SPRITE
Sprite Obey Your Verse Lyrical Collection 30 second spot
13
Source: https://www.youtube.com/watch?v=w27oZ9C6TL8
CLICKHERETOWATCH
14. BUD LIGHT
Bud light released limited-edition cans for popular U.S. music festival series
14
Source: http://fandbnews.com/bud-light-releases-limited-edition-festival-cans-for-2015-mad-decent-block-party/
“Celebrating the music, cultureand
artistrythatsurroundtheMad Decent
BlockParties, BudLight created
FestivalCans,commissioningfour
Mad Decent custom labelsand27
artist-designedlabelsthatcapturethe
energy ofthe summer music scene.”
15. BUDWEISER
Limited-edition summer bottles in partnership with National Park Foundation, also a teaser for music festival sponsorship
15
Source: http://thestashed.com/2015/04/24/budweiser-unveils-new-limited-edition-summer-packaging-hints-at-a-summer-music-series/
“We want to encourage a new generation of beer
drinkers to get out there and seewhat America is
made of,” said Brian Perkins, the vice presidentof
Budweiser.
16. ABSOLUT VODKA
Absolut Vodka introduces metallic semi-transparent limited-edition bottle
• Bottles inspire consumers toturn nights “Electrik”
‒ Unique coating creates see-through reflections
‒ Available in silver and blue
‒ Simple,Sleek, Metallic
‒ On shelf October 1st throughout holiday season
• Latest continuation of Absolut Nights Campaign
‒ “Dedicated to reimagining the future of nightlife”
‒ Coincides with Absolut Electrik House Party event
‒ Event featured performance from Empire of the Sun and
drone bartenders
16
Source: http://www.prnewswire.com/news-releases/absolut-unveils-the-absolut-electrik-house-an-epic-house-party-transformed-by-the-energy-of-its-guests-300165833.html
18. ‘TIS THE SEASON
18
“Consumersare also moved by purchases that can deliver sensoryexperiences or
unexpected ways of combining flavors. The thrill of drinking a beverage that is only
available for a limitedtimeandlookslike it belongs in a haunted house is bound to
encourage people to visit—andrevisit—thechain, and brands looking to pique
consumer interest would do welltoget creativearoundholidays byoffering similar
chances for customersto celebrate.”
Source: Mintel Report,Count Frappula – October 2015
19. ‘TIS THE SEASON
Consumer holiday spending offers a huge opportunity to boost retail sales
19
Source: Brand Directions-Seasonal Packaging How To Guide 2015-6-11
20. OREO
Limited-edition, personalized Oreo packaging with customizable options on website for holidays
20
Source: http://greatideas.people.com/2015/11/09/oreo-holiday-packaging-personalized-gift/
21. SKYY VODKA
Limited-edition bottles wrapped in blue and white “Ugly Sweaters” for their “Let’s Holiday” campaign
21
Source: http://www.bevnet.com/news/spirits/2015/skyy-vodka-launches-lets-holidayy-campaign-with-limited-edition-holidayy-sweater-bottle/
22. COCA-COLA
Holiday bottle with wrapper that can turn into festive holiday bow
22
Source: http://www.adweek.com/adfreak/coca-colas-ingenious-holiday-bottle-has-label-you-pull-festive-bow-168496
23. COCA-COLA
Holiday bottle with wrapper that can turn into festive holiday bow
23
Source: http://www.coca-colacompany.com/coca-cola-unbottled/innovation/2015/festive-coca-cola-bottle-label-ties-into-a-holiday-bow/
CLICKHERETOWATCH
24. COCA-COLA
Share a Coke packaging returns for the holidays
Coca-Colabrand plans toswap out its logo on glass bottles,
multi-packs, 12-ounce cans, 20-ounce bottles, 1.25-liter and 2-
liter PET bottles for seasonal names such as:
• Santa
• Someone Nice
• Someone Naughty
• Under the Mistletoe
24
Source: http://www.bevindustry.com/articles/88914-share-a-coke-packaging-returns-for-the-holidays
• Elves
• Dasher & Dancer
• Prancer & Vixen
• Comet & Cupid
25. BURGER KING
Festive limited-edition packaging for holiday season
25
Source: http://fandbnews.com/burger-king-turner-duckworth-launch-new-christmas-packaging/
26. STARBUCKS
New Holiday cup sparks immense controversy
26
Source: http://time.com/4105283/starbucks-holiday-cups-evolution/
2015
2009 2010 2011 2012 20142013
"In thepast, we have told stories withour
holidaycups designs," JeffreyFields,
Starbucks vice presidentofDesign&
Content, said in a statement. "This yearwe
wantedto usherinthe holidays witha
purityofdesignthatwelcomesallofour
stories."
Manyangry consumers took to social
mediato call the newdesigna“War
on Christmas.” Others evenwent so
far as to call it #CUPGATE.
Source: http://www.cnbc.com/2015/11/09/starbucks-holiday-red-cup-brews-controversy-on-social-media.html
27. JONES SODA
Soda company launches limited-edition Halloween drink
Halloween packaging inspired by the
vintage lookof classic monster movies
27
Source: http://www.bevnet.com/news/2015/jones-soda-announces-launch-of-limited-edition-halloween-flavors
“Wehave so muchfun with our Halloween line
and are excited to offer it again this year,”
stated Andrew Baumann, Director of
Marketing, JonesSoda. “It’sa unique offering
that tastes great and has amazing packaging
that will get everyone in the Halloween spirit!”
29. CAMPBELL’S SOUP
Soup company celebrates 50th anniversary of artist’s work
Campbell’s teamed up with
Andy Warhol for limited-
edition cans of product with
splashy, colorful labels. The
cans were sold exclusively at
Target for 75 cents each on
September 2nd.
29
Source: http://www.adweek.com/adfreak/campbells-soup-creates-limited-edition-andy-warhol-cans-143225
30. HENNESSY
Limited-edition cognac bottle during brand’s 250th anniversary year
Hennessy teamed up withartist Ryan
McGinness for limited-edition bottles of
cognac that glow under blacklight.
30
Source: http://www.chiefpackagingofficer.com/unique-package-design-hennessey-cognac/
“Ryan McGinness’ work reflects a fresh, energetic useof multiple
elements—from colors to icons—to create designs of enduring
impact. Weare thrilled to be partnering with Ryan McGinness during
our 250th Anniversary year. This new Hennessy V.S Limited Edition
bottle design embodies his passion and commitment to his craft,
the same characteristics Hennessy has pursued since 1765.”
- Rodney Williams, Executive Vice President of Spirits, USA
31. PATRON
Patron released limited-edition tin collector’s gift box
Patronteamed up with Mexican
artist Veronica Villarreal Sada to
design the limited-edition package
to be sold in select liquor stores
across US and Mexico in autumn
2015.
31
Source: http://www.chiefpackagingofficer.com/packaging-design-inspiration-patron/
32. 1800 TEQUILA
1800 created limited-edition Keith Haring bottle for their 2015 “Essential Artists Series”
32
Source: http://www.forbes.com/sites/abinlot/2015/06/29/1800-tequila-introduces-keith-haring-series/
33. CLARISONIC
Special-edition cleansing tool inspired from Keith Haring design
33
Source: http://www.clarisonic.com.au/shop-our-products/limited-edition/mia-2-special-edition-keith-haring-love
35. SPRITE + LEBRON JAMES
35
Limited-edition packaging of custom drink, shoes, and headphones
Source: http://solecollector.com/news/nike-lebron-12-sprite-lebrons-mix-pack/
36. SPRITE + LEBRON JAMES
36
Limited-edition packaging of custom drink, shoes, and headphones
Source: http://solecollector.com/news/nike-lebron-12-sprite-lebrons-mix-pack/
37. BUD LIGHT + SUPER BOWL XLIV
37
Limited-edition bottle to help fans celebrate special occasion
Source: http://www.playmagazine.info/bud-light-super-bowl-xlix-limited-edition-bottle/
38. MOUNTAIN DEW + RUSSELL WESTBROOK
38
Limited-edition collectable cans featuring Russel Westbrook for Mountain Dew’s first season as partner of NBA
Source: https://www.youtube.com/watch?v=UZZRn_DCKZI#action=share
CLICKHERETOWATCH
39. SPARKLING ICE + KEVIN DURANT
39
Limited-edition bottle to highlight new partnership with NBA star as brand ambassador
Source: http://www.bevindustry.com/articles/88359-sparkling-ice-launches-limited-edition-kevin-durant-bottle
40. BIG RED SODA
40
Limited-edition packaging commemorates Matt Bonner’s career with San Antonio Spurs
“To celebrate his10-year anniversary,we
thoughtitonlymade sense to put the NBA's
onlyred headon SanAntonio'sNo.1 red soda,
Big Red.”
-Big Red senior vice president of marketing Thomas Oh
Source: http://www.bevindustry.com/articles/88905-big-red-packaging-celebrates-nba-player
42. PEPSI + BACK TO THE FUTURE
42
Limited-edition bottles went on sale for $20.15 on October 21st
Source: http://www.adweek.com/adfreak/pepsi-perfect-back-future-finally-becomes-real-thing-present-day-167375
Celebrationofthe 30th anniversaryofMartyand Doc headingfrom the '80s to now.
43. PEPSI + BACK TO THE FUTURE
43
The Future is Now | Back to the Future Part II | Pepsi Perfect
Source: http://www.adweek.com/adfreak/pepsi-perfect-back-future-finally-becomes-real-thing-present-day-167375
CLICKHERETOWATCH
44. NESTLE COFFEE-MATE + STAR WARS
44
Limited-edition Star-Wars themed creamer bottles on sale nationwide
Source: http://www.dairyfoods.com/articles/91469-nestls-coffee-mate-releases-limited-edition-star-wars-themed-creamer-bottles
45. COVERGIRL + STAR WARS
45
Limited-edition “light side” and “dark side” lip stick
Source: http://www.covergirl.com/beauty-products/lip-makeup/lipstick/star-wars-colorlicious-lipstick
47. BELVEDERE
47
Limited-edition packaging in collaboration with 007 Spectre film
Source: http://www.belvederevodka.com/en-int/spectre-007-bottles-and-cocktails#limited-edition-collection
49. DORITOS
49
Limited-edition rainbow chips in support of LGBT community
Source: http://www.adweek.com/news/advertising-branding/doritos-has-launched-limited-time-rainbow-chips-support-lgbt-community-166983
All proceeds go to the It Gets Better Project
"By creating a limited-edition product availableonly
through donations, we are hopeful that we will make a
strong collective impact and raise funds for the
important programmatic work that the It Gets Better
Project is doing every day," said Ram Krishnan, chief
marketing officer of Frito-Lay, in an email.
Agency: Goodby, Silverstein & Partners
50. HOOD RIVER DISTILLERS
50
Limited-edition US Armed Forces bottle
Source: http://www.packagingstrategies.com/articles/87814-hood-river-distillers-inc-salutes-united-states-armed-forces-with-a-2015-limited-edition-bottle
Portionofproceeds go to Wrangler®NationalPatriot™program
“It is with this limited edition bottle of Pendleton Whisky
that we raise a glass and proudly salute the honorable
men and women, and their families, who have dedicated
their lives to the American peoplebyserving in the
United States military,” says Tia Bledsoe, senior brand
manager, Hood River Distillers.
51. STELLA ARTOIS
51
Limited-edition chalice in support of clean water for “Buy A Lady A Drink” campaign
Source: http://www.joesdaily.com/video/buy-a-lady-a-drink-stella-artois-and-water-org/
StellaArtoispledged to donate$6.25 back to Water.org for each chalice
soldin the US, up to 20,000 chalices.
53. COCA-COLA (ITALY)
Coca-Cola celebrated 100th birthday with designer cans
Coke teamed up withItalian
fashion house Trussardifor a
limited-edition collection of
stylish aluminum cans and
glass bottles.
53
Source: http://www.adweek.com/adfreak/trussardi-designed-these-fashionable-cans-and-bottles-coca-colas-100th-birthday-165352
54. COCA-COLA + AVICII (FRANCE)
Coca-Cola released a limited edition box set in collaboration with the famous DJ
54
Source: http://www.coca-colacompany.com/stories/brands/2015/coca-cola-and-avicii-collaborate-on-new-coke-bottle-collection/
57. NUTELLA (UNITED KINGDOM)
57
Limited-edition personalized jars intended for holiday gift season
Source: http://fandbnews.com/you-can-now-have-a-personalized-jar-of-nutella-with-your-name-on-it/
59. S. PELLEGRINO (ITALY)
59
Limited-edition bottle dedicated to Vogue Italia
Source: http://luxurylaunches.com/gastronomy/s-pellegrino-presents-limited-edition-bottle-dedicated-to-vogue-italia.php
60. EVIAN (FRANCE)
60
Limited-edition bottle designed by Alexander Wang
Source: http://wwd.com/fashion-news/fashion-scoops/evian-alexander-wang-water-bottle-design-10212670/
