Leonie Bulman's recent articles
Limited edition products can create strong online consumer communities
The case of Nespresso’s Kazaar coffee shows that limited editions create product desirability, but also online communities based on the shared product desire. Fans of these limited products come together to lobby the brand to bring it back, creating positive online buzz.
- Limited editions create product desirability: Aspiration to buying Kazaar is reflected in twice as much buzz for the super-strong capsules than the average on Nespresso’s Facebook page. Many of these posts come from users saying Kazaar is their “favourite” and some are pleased that Nespresso “couldn’t resist” the demands from fans to bring them back
- Response to Kazaar’s come back is overwhelmingly positive: Consumers say it’s “great” that Kazaar is back as it is their “favourite” and “best” coffee, spreading online advocacy and positive discussion