product variations as indulgence experiences

03/05/2004 03:24:00 PM
Old, established brands often attempt to re-stimulate trial and inject excitement into their otherwise monotonous product offerings by releasing new flavor, color, scent, shape or packaging variations. The claim of a 'limited edition' frequently accompanies these releases, positioning the variant product as a fun, new indulgence that's just going to be available for a short while. These experiential incentives can tip the balance in impulse purchase decisions and win trial from previously uninterested segments: a precious win for established brands. 'Are those colorless M&Ms? I haven't had M&Ms in years. Oh why not, I'll just try a bag.' (guilty but excited smile.)

British soft drink Ribena has been around for decades, consistently offering a blackcurrant soda that has become a staple in the UK. Their most recent line extensions are two limited edition flavor variations, one called 'Oooohh' which features a cooling aftertaste and one called 'Aaaarghh,' which includes chili and ginger flavors to create a fiery sensation. The headline reads, 'Try our new limited edition drinking experience.' Both products are low sugar and are designed to stimulate trial from both mothers and children. What's interesting is how they chose to name and position the variants as experiences, a blunt and raw application of the above approach that leaves subtlety behind in an effort to break through in an increasingly noisy and cluttered category.
Article entitled, GlaxoSmithKline going experiential
Ribena website
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