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Twix limited edition By Wyposażenie Hoteli I remember couple years back there was a short limited series of Twix chocolate bar. It was supposed to be orange with vanilla or something like this. I remember it being the tastiest chocolate bar at the time. Unfortunately it disappeared from the market soon after. Now I get the idea of limited editions – they're supposed to get people to buy the same stuff for more money just because it's only one of hundred/thousand/ten thousand released pieces. The collector value gets people to pay more and I gotta say that it also works on me. But I just can't understand the concept behind limited runs of food. It can't be more expensive than it's regular counterpart or it won't sell and the collector value is almost nonexistent (I mean who collects chocolate bars?). So the only thing they're doing is releasing something that I'm supposed to stock up on in case they stop selling it. It's pointless. I guess it may have just been some kind of the market research – if it sold well they'd make it a regular product if not they'll simply be like “we told you it was only a limited edition”. But that makes no sense either – why would you base your whole campaign on the fact that the thing you're selling will be “available for a limited time only” when you could just focus on it's taste and stuff – you know, the things *normal* companies base their ad campaigns on. But no, they focused on the fact that it was limited edition so obviously nobody cared, the thing wasn't very popular (thanks to failed campaign) and they stopped selling it. If they'd only went about it the usual way – introduce it to the market as the new kind of snack, start an intensive ad campaign and let the market settle for couple months before making a decision if they're going to pull it off the market or not we'd probably still be able to purchase orange-flavoured twix. And the fact that added to the failure was the time of introduction. They started selling it in late may. It was extremely hot and kids (the target market I guess) were spending their money on cold refreshing ice cream instead of wasting it on half melted, sticky chocolate bars. The whole thing failed but not because of the product's quality (it was pretty high actually) but thanks to the fact that the marketing department made a mistake after mistake and tried to be unique in every possible way which is usually a bad idea when it comes to advertising stuff – people are used to the standard campaigns and you can't suddenly show them something they don't expect at all. It'll just confuse them. Normal people don't want to think too hard about ads – they want straight-forward information and empty promises. And that's what they should have done.

Contributed by odzyskiwaniedanych on April 7, 2009, at 2:12 PM UTC.

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