Thursday, October 3, 2013

Scarcity Marketing for Halloween

You know it's autumn when Starbucks puts pumpkin spice lattes back on the menu. The company has sold 200 million of these lattes in nine years on the market. This year, it's got lots of competition: Panera, McDonald's, and Dunkin' Donuts are in the pumpkin spiced coffee business, as well. A quick Google search of "pumpkin coffee" brings up many other competing products from retailers like Trader Joe's and Fairway.

Halloween is also a time for unusual limited-time food and beverage treats.

  • One bakery in New York is making Cheetos macarons (who could make this up?). 
  • Of course Oreos are out in their Halloween finery (at right). 
  • Jones Soda is bringing back its Halloween flavors. 
  • Cadbury Screme Eggs are back, from Hershey. 

Scarcity marketing generally adds to the excitement of limited-time and seasonal flavors and foods, encouraging people to buy now before it's too late.

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