The Power of Limited-Edition CPG Products: Driving Consumer Excitement [Video]

In spring 2021, Pepsi and Peeps joined forces to create something unexpected: a marshmallow-flavored cola in yellow, pink, and blue.

Source: Delish

The initial 2021 release was extremely limited – only 3,000 fans could get their hands on it.

Then, the internet exploded. Social media lit up with reactions, and despite (or perhaps because of) its unusual flavor combo, the drink sold out quickly, and resellers listed cans for hundreds of dollars online.

Why does this happen? What is it about limited-edition products that stir such collective excitement? In the consumer packaged goods (CPG) industry, this isn’t just a coincidence—it’s a masterclass in leveraging exclusivity and scarcity to ignite consumer behavior.

This blog unpacks the psychology behind limited-edition products, why they work so well, and how brands can use them to create their moments of viral magic.

Why Limited-Edition Products Work

It’s a Saturday afternoon, and you’re scrolling through Instagram. A friend just posted a picture …