Short & Sweet

Posted by Rob Walker on July 9, 2006
Posted Under: Consumed,Consumer Behavior

In Consumed: Hershey’s Cherry Cordial Kiss Limited Edition: How “limited edition” candy went from novelty to glut.

Consumers crave two things: familiarity and novelty. This, of course, presents a challenge to sellers and helps explain why there are so many varieties of toothpaste, soft drinks, detergent or cereal anchored to a handful of famous brand names. The giants of the candy industry have wrestled with this predicament over the past few years, responding with a strategy that one-ups so-called brand extension: the limited edition. . . . Continue reading at the NYT Mag site via this no-registration-required link.

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