In the market of the Mineral Water, the brands have to make the difference with the low price water and the tap water. The packaging and the limited editions are obviously a strong means to be unique in such a market. Obviousness is that in the market, what we sell is the packaging. The question is “Who has the more beautiful bottle? “.
Perrier was the precursor in the 70’s with its limited editions about Roland Garros.
The Limited Editions allow to tell their story by other means and to make it contemporary.
It exists two types of Limited Editions:
1) Those which support the brand DNA. They ask to designers to do the new edition.
2) Those which involve the implication of a personality who will be added to the brand image. For instance, in 2010, Dita von Teese was associated to Perrier.
Source : http://csuper.wordpress.com/2010/05/20/perrier-recrute-dita-von-teese/
But with this type of association, the brand must make attention to not disappear behind the strong personality image.
Moreover, we cannot really measure the effect on the sales. It is above all to the opportunity to beneficiate to make media speak about the brand and have a buzz.
With Christmas Limited Editions, the brand has to make attention not to be lost among the other marketing campaign of the competitors and to keep intact its DNA. But like we saw in the precedent article of our Bubble Blog, Badoit is one of the brands which have made the Christmas Limited Edition unavoidable.
