FOMO marketing - How hard-working limited editions drive brand hype - Comment

FOMO marketing – How hard-working limited editions drive brand hype – Comment

Last updated: 04/02/2025 at 4:16 PM

4 February 2025

6 Min Read

One of the unintended consequences of living at a time when everyone can be an influencer is how powerful the product itself has become as a brand-building tool – especially in drinks marketing and the rise of the limited edition.

Historically, the blueprint for building a brand has been to craft the biggest, shiniest TV ad you could afford, maybe throw in some billboards, and call it your ‘brand campaign’. Then, you’d draw a line in your strategy document, with all the tactics used to drive sales, such as sampling and off-premise promotions, sitting underneath - literally splitting the marketing strategy into above- and below-the-line activity.The time is now upon us, however, to think differently about the role the product plays in brand-building.I say that as someone who’s watched probably more than 100 TikTo