Limited Edition Packaging

A whole lot of Brands bring out Limited Edition packs and try to build excitement around their offers. Yes indeed packaging has been playing a forefront role in this area. A lot can be done and achieved in the market , provided one knows what exactly is the role one wants packaging to play.
This is one opportunity when one can do something different and try out of the blue formats. Here often, since the volumes are smaller one can look at hand packing , thus even complicated structures are not ruled out. One could look at spending a little more on the packaging and build in a lot of value added and unique features.
The question is, how often should one be doing these limited edition offers. We need to remember that consumers are attached to their regular looking Brand and too many of the limited editions perhaps create a dissonance in their shopping pattern. Too often, could also make a brand lose its identity and may be seen as frivolous.
The other major issue that needs to be addressed is the Theme or the Event that the Brand wants to tie in for these limited editions. Packaging can play a varied role depending upon the theme that it has to represent.
If the timing and the frequency is planned in advance, the packaging development can examine doing a very differentiated packaging, however very often with the paucity of time many Brands are pushing in not so unique offers , calling it Limited Editions. We need to remember such shortcuts could be seen as 'trying too hard' for a brand and it is better off not doing these interventions.
One could safely say, it is a great idea to do limited Edition packaging provided adequate care is taken that the purpose is meaningful and unquestionable. Lets do limited edition packaging only and only if we know the consumers will look for it and remember it.