Limited Edition Release Adds Scarcity
Targeting Consumers in Peak Summer Season
Need for Qualitative Differentiation from Existing Products
[Asia Economy Reporter Eunmo Koo] The beverage industry is stimulating consumers' purchasing desires by consecutively launching limited edition products featuring stars such as IU and BoA to mark the peak summer season.
According to the liquor industry on the 12th, recently OB Beer’s Budweiser selected singer BoA as its brand model and released a limited edition 500ml can package visualizing BoA. The BoA limited edition Budweiser product features the lyrics of the song "No Limit," written by BoA, and an illustration of BoA, and the can color changes when it reaches the optimal drinking temperature.
Earlier, BeerK’s Tsingtao also launched three types of limited edition 500ml cans called "Tsingtao Lager Shin Dong-yeop Can," featuring comedian Shin Dong-yeop’s face on the beer label. Ahead of the summer peak season, Tsingtao adopted a "play beer" concept, incorporating Shin Dong-yeop’s comic expressions on the package label. The alcohol content was also raised from the existing 4.7% to 5.0%, differentiating it from the regular product.
Star limited edition marketing is no exception in the beverage industry. Last week, Lotte Chilsung Beverage released limited edition Pepsi and Pepsi Zero Sugar featuring images of singer and actress IU, who serves as their advertising model. The IU edition products are 600ml Pepsi and 500ml Pepsi Zero Sugar PET bottles, with IU’s photo on the PET bottle labels. The lineup consists of two types of Pepsi and two types of Pepsi Zero Sugar, produced in limited quantities until the end of August.
Coca-Cola also recently unveiled the limited edition "Coca-Cola Zero Marshmello." Following "Coca-Cola Zero Stardust," the Marshmello limited edition is the second domestic project of "Coca-Cola Creation," a collaboration with Marshmello, an American DJ and EDM (Electronic Dance Music) artist who was nominated for a Grammy this year. The Marshmello edition is available in one 355ml size and was officially launched the day before.
The industry views that the rarity of limited edition products and the influence of star models have a significant effect on promoting brands and products and increasing sales. Limited edition marketing is a technique that stimulates consumers’ purchasing desires by limiting the quantity or sales period of products. It is similar to "hunger marketing," which creates a sense of lack in consumers who cannot own certain products, triggering the psychology of "if not now, then never," thereby boosting sales. Especially because rarity is a key feature, it aligns well with recent trends where certification culture through social networking services (SNS) has become commonplace.
However, there are also criticisms that qualitative differentiation from regular products is necessary. In the current situation where limited edition products are flooding the market, if the marketing is perceived as excessive due to mere package changes without qualitative differences from existing products, it could harm the brand image. Professor Eunhee Lee of Inha University’s Department of Consumer Studies said, "Authenticity is needed even in limited edition marketing," adding, "If consumers are attracted by limited editions but find no real value, it can be perceived as excessive commercialism, forming a negative image."
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