Like a lot of things in Japan around this time of year, the ANA limited edition Starbucks tumbler is bursting with cherry blossoms.
The design of the Sakura 2014 stainless steel tumblr is so exclusive however, that you'd have to take to the skies, literally, to get your hands on one. Last year, Starbucks' special edition tumblers could only be purchased at the Haneda airport in Tokyo, but this year, Starbucks fanatics can only get one of the Sakura 2014 tumbers by flying on a domestic or international ANA flight.
There are several different packages to choose from, including the bottle, a drink voucher and a Starbucks gift card, or second cheaper option with just the tumblr and a set of Starbucks Via instant coffee packs.
Why This Trend Is Growing
- Exclusive Collectible Merchandise
- Creating limited edition and highly desirable merchandise for fans has the potential to create a sense of exclusivity and excitement, driving up demand.
- Innovation in Distribution
- Limiting the channels of distribution to create artificial scarcity is a unique distribution strategy that can create buzz and excitement around a product.
- Collaborative Marketing
- Partnering with other companies to create exclusive merchandise can create new opportunities for marketing and cross-promotion.
Industries Being Reshaped
- Retail
- Retailers can create exclusive merchandise to generate buzz and drive sales, while experimenting with new distribution strategies.
- Travel and Hospitality
- Hotels, airlines, and other travel businesses can provide unique promotional items to their customers, creating a memorable brand experience.
- Food and Beverage
- Partnering with other companies to provide promotional items, such as coffee cups, can create new marketing opportunities, while generating customer loyalty.
