Limited edition products can create strong online consumer communities

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.

Nespresso’s extra-strong Kazaar capsules were introduced in September 2010, but sold out in December that year. Since then, fans of the product have created an online community on Facebook called ‘We want Nespresso Kazaar!’, rallying hundreds of members together. The recent announcement on the brand's Facebook page that the capsules will be re-introduced in 2012 has fuelled excitement from these communities as they are pleased Nespresso listened to their request.
 
WaveMetrix analysis of consumers’ reaction to Nespresso’s announcement shows a high proportion of buzz coming from users who “want to buy” Kazaar. This reveals the strong community of Kazaar fans behind the product’s re-introduction. Limited editions are therefore a successful way to create both product desire and bring fans together online in a way that generates positive buzz and advocacy.
 
The proportion of product desire discussion is twice as strong for Kazaar:
  • 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
Online fans spread positive buzz and advocacy (30 most common words in response to come 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

 

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