Does Limited Edition Packaging Work?

Does Limited Edition Packaging Work?

Unique packaging design can elevate a brand favourite, help to launch a new product or support a local initiative. The exclusivity of limited-edition packaging adds to the sense of value; the product can go from an everyday essential to a collectable item. Should your brand be considering limited edition retail packaging as part of your brand strategy in 2022?

There are costs and time involved in redesigning and printing packaging for a short run. To get the most from the exercise, PR and social promotion is also required, so you need to know that your efforts will pay dividends.

As with any marketing activity, the success of limited-edition packaging depends on connecting with your target audience. The driving forces and packaging design should fit with your brand values and be relevant and appealing to the buyer. Get it right and you can improve brand visibility and boost sales.

Heinz Sustainable Packaging Launch in Ireland

Heinz Baked Beans tins are iconic packaging, yet the brand has regularly teamed with artists to produce limited edition designs. The latest was in November, to mark the launch of the new paperboard sleeve multipacks in Ireland.

The sleeves are produced from responsibly-sourced paperboard, require no glue and are fully recyclable. They replace shrink-wrap packaging which has previously been used to hold together four tins of beans, soup or pasta. The move is expected to remove 30 tonnes of plastic packaging from Irish supermarket shelves this year.

When preparing to launch this new retail packaging, Heinz collaborated with four Irish artists. They each worked on a print design for the cardboard sleeve. The final images include Jack & the Beanstalk, Beans: a Cowboy Dinner and images of the Irish landscape.

This fresh look entices buyers, gets the product in the media and shares the message that the company is serious about sustainable packaging. The use of local artists is personal and relevant to the national launch, with proceeds donated to Barnados Ireland. It is little wonder that this strategy increased sales.

Heinz had less success with Cath Kidston designs. In 2018, this collaboration was the first redesign of the Heinz soup cans in over 100 years. The event also marked the 25^th anniversary of the popular Cath Kidston brand. Although both are well-known brands, there was little connection between them or the story behind the plan. A fresh design alone was not enough to drive a significant increase in sales.

Limited Edition Packaging: What to Consider

1. If your company plans to include limited edition packaging consider what is meaningful and impactful to your target shopper.
2. Your designers need not be established names; look for emerging talent or invite designs from a community group that your company will donate proceeds to.
3. What will grab the buyer’s attention and encourage them to purchase the product and share images on social networks? Consider the story behind the design in PR and create a hashtag for social posts.
4. Keep the volume low to make the packaging desirable for collectors and resellers, as this helps to raise the value outside of your usual reach.
5. Actively gather feedback from shoppers – what did they like about the packaging design and what else would they love to see? Use this insight to inform future campaigns.

Affordable Low Volume Packaging

Some UK packaging manufacturers charge a premium for low-volume packaging runs. To avoid this, get in touch with Aylesbury Box Company on 01296 436888 or enquiries@abcbox.co.uk. Our experienced team are happy to provide advice, samples and competitive quotes for low-volume cardboard packaging.