Drop marketing and packaging. More and more brands are launching products at the last minute and in very few points of sale.
The concept of scarcity goes hand in hand with a widespread commercial strategy; the so-called drop marketing. But what does it mean?
The principle of scarcity
Drop marketing is a specific program that involves not releasing the packaged goods in one go. Brands rather prefer featuring a limited number of products with mini-launches (drops) in physical or online stores at fixed deadlines. By doing this, the hype is always high, leading to queues on and offline..
This strategy is well expressed by James Jebbia, founder of Supreme, who made it the cornerstone to its global success. The latter said: “if I know I can sell six hundred, then I’ll produce four hundred”. In August 2016 Supreme, the iconic New York streetwear brand, launched a branded brick on the market for just 30 dollars. It has ballooned into a global case study on hype and exclusivity that was valued at $1 billion in 2017.
Supreme releases limited-edition runs of 5-15 new products every Thursday at 11 am.
This year on April 1st, Supreme released a limited edition for cereal boxes, a special design in two colors finished with the Wheaties slogan “Breakfast of Champions.” Previously in 2020, the limited edition packaging for Oreo branded by Supreme sold on eBay for 50.000 dollars.
Limited and scheduled editions
Basically we are talking about limited editions with progressive releases, such as TV series with one episode per week. Limited edition is an exclusive offer by a brand with no replica in sight. It must come across as truly different both from the products of the same brand and from competition. Innovation therefore plays a key role.
From drop marketing to drop packaging
A famous example of limited edition packaging was Evian water designed by fashion blogger Chiara Ferragni. The product was deemed controversial due to the high price. It will come as no surprise that the collection sold out within hours.
Same goes for the pigotta-style doll, a faithful reproduction of the most famous Italian influencer.
Another example of drop packaging is from IKEA. A month ago, the Swedish company introduced the newlimited edition shopper MARKERAD, designed by Virgil Abloh, founder of thebrand Off-White. One of Abloh’s declared goals is to “ennoble the anonymous”, making everyday objects unique. And so comes Sculpture, giving a crafted and refined look to the iconic IKEA blue bag. The few samples disappeared off the shelves.
The underlying strategy
Hence. drop marketing aims to convince users that to be lovers of the brand they need to keep abreast with novelties. Also, they need to check websites and social networks on a daily basis. To earn an exclusive product, they have to be alert and loyal to the brand. Click after click. Purchase after purchase. Box after box.
Even a low-cost product like fast food can become iconic with some limited edition optical packaging. Check out McDonald’s food boxes below.
Last but not least, SK-II, launched a limited and special skin moisturizer edition for the Tokyo 2020 Olympic Games. The product advertises deep hydration combined with an exclusive packaging in the different colors constituting the Olympic circles. The increase in turnover has been remarkable..
If you need to launch an innovative packaging for drop marketing or a limited series Packly is the right place. Create a prototype with your custom graphics. You can view and share it in real time in 3D. If you wish, we can also print it and send it to you quickly.