Walmart's Limited-Edition Ice Cream Drop Zoo li Ib Txoj Kev

Walmart tau qhab nia tshwj xeeb rau xya qhov tshiab ntawm ice cream los ntawm Van Leeuwen Ice Cream, suav nrog Kraft Macaroni & Cheese. Cov flavors yuav tig ntawm 3,500 US qhov chaw nyob rau 10-lub lim tiam.

Thaum Lub Xya Hli 2021, Kraft tau koom tes nrog Brooklyn-based Van Leeuwen los tsim cov ice cream version ntawm nws kos npe Macaroni & Cheese. Qhov kev txwv tsis pub dhau los ua rau muaj kev tawm tsam nrov los ntawm cov neeg haus dej khov purists thoob plaws hauv kev sib raug zoo, tab sis 6,000 pints muag tawm hauv online hauv ib teev.

Macaroni tsw tau rov qab rau lub Yim Hli hauv lwm qhov kev txwv tsis pub khiav, tab sis kev sib koom tes ntawm Walmart yog thawj zaug qhov tsw tau mus txog khw muag khoom. Lwm 10 lub ncuav qab zib qab zib tuaj rau Walmart dhau XNUMX-lub lim tiam khiav yog Planet Earth, Pizza, Kub Honey, Royal Wedding Cake, Bourbon Cherries Jubilee thiab Wild Blueberry Shortcake.

Nov yog thawj qhov kev sib hloov tshwj xeeb uas Van Leeuwen tab tom nqa mus rau Walmart khw. Nws muaj cov phiaj xwm los ua kom cov khoom qab zib tom qab lub caij ntuj sov.

Kev sib koom tes siv ib nplooj ntawv los ntawm "poob kab lis kev cai” trend pioneered nyob rau hauv qeb streetwear hauv Teb Chaws Asmeskas los ntawm Supreme thiab Nike. Hyped ntawm kev tshaj xov xwm, cov tsoos tsho thiab khau khiab tsawg tshaj tawm feem ntau muag tam sim ntawd. Nordstrom, Macy's thiab Target yog cov khw muag khoom paub txog lawv lub sijhawm txwv lub sijhawm zam, tab sis tam sim no txwv tsis pub tshaj tawm tau muaj lub sijhawm muag loj dua hauv kev zam dua li cov khoom noj.

Nyob rau hauv ib tug kev sib tham hauv online lub lim tiam dhau los ntawm RetailWire cov tswv cuab ntawm BrainTrust nyiam Jeff Sward, tus thawj coj ntawm Merchandising Metrics, pom tus nqi hauv hom kev sib koom tes no rau lwm lub npe thiab cov khw muag khoom.

"'Cov ntawv txwv tsis pub dhau' ua riam phom zoo thiab ua cov cuab yeej ua lag luam yog ib qho cuab yeej muaj zog tshaj plaws muaj rau lub hom phiaj lossis cov khw muag khoom," Mr. Sward, tus thawj coj sau. "Nws tseem yog ib qho ntawm cov tsis siv ntau tshaj plaws. Ib tsab ntawv txwv yog qhov kev txhawb zog siab los yuav tam sim no thiab yuav ntawm tus nqi tag nrho. Kuv pheej xav tsis thoob tias nws tsis siv ntau zaus los ntawm ntau lub npe thiab cov khw muag khoom. "

"Ntawm ntawm kev tshaj tawm cov khoom lag luam raws caij nyoog, cov khw muag khoom tsis tau ua txoj haujlwm zoo tsim lossis koom tes los muab LTOs," sau Patricia Vekich Waldron, CEO ntawm Vision First. “Thaum lawv muaj hom tshwj xeeb no, lawv tsis ua haujlwm zoo txhawb lawv. Cov khw muag khoom noj yuav ntse los txheeb xyuas cov khoom lag luam thiab cov phiaj xwm kom tsav tsheb ntau zaus, tsheb khiav thiab cov paj. "

Txoj kev sib yuav twb tau nce ceev hauv cov khoom noj. Speedway thiab Mountain Dew, Sam's Club thiab M&Ms, Starbucks thiab Lub Hom Phiaj, thiab Kroger thiab Oreo tau koom tes nrog cov khoom lag luam tsis ntev los no.

Ryan Mathews, CEO ntawm Black Monk Consulting, taw qhia tias nyob rau hauv cov neeg siv khoom ntim khoom (CPG) arena muaj qee qhov ua ntej rau kev ua tau zoo ntawm cov dej khov nab kuab.

Mr. Mathews tau sau tias "Ben & Jerry's tau ua ntau yam hmoov zoo ntawm cov khoom noj muaj tsawg tsawg," Mr. "Yog li Walmart thiab Van Leeuwen txoj kev koom tes tsis yog qhov ua rau lub ntiaj teb tshiab nyob rau hauv qeb - tshwj tsis yog tias koj xav txog kev lag luam flavour thiab cov qauv uas tej zaum yuav tsum tsis txhob ua ke hauv thawj qhov chaw tshiab. Nws puas yuav ua haujlwm? Vim li cas ho tsis, nws muaj rau kaum xyoo tam sim no. "

Rau lwm tus, lub tswv yim qhib txoj hauv kev tshiab rau ob lub npe thiab cov neeg siv khoom tshawb nrhiav.

"Kuv pom lub sijhawm rau CPG cov npe coj mus rau qee yam ntawm lawv cov khoom lag luam thoob ntiaj teb," sau Gwen Morrison, koom tes ntawm Candezent. "Piv txwv li Lay's Kobe Steak Flavor los ntawm Taiwan nqa txog $ 8 ib lub hnab ntawm NYC khw hu ua Motherland Exotics. Vim li cas ho tsis nthuav nws hauv Asmeskas cov khoom noj?

"Kev xaiv ntawm cov ntawv txwv ib sab, lub tswv yim ntawm cov npe tshwj xeeb muaj peev xwm sib txawv ntawm kev ua lag luam," sau Richard J. George, xibfwb ntawm kev lag luam zaub mov ntawm St. Joseph's University. "Cov hom no muab kev tso cai rau cov neeg siv khoom hla dhau lawv lub khw 'mus-mus' hauv kev tshawb nrhiav cov npe tshwj xeeb / txwv tsis pub luam tawm."

Qee tus tswvcuab BrainTrust tau ua, txawm li cas los xij, taw qhia txog qhov muaj peev xwm tiv thaiv kom tsis txhob muaj thaum ua si nrog cov khoom siv tsawg.

"Cov khoom txwv tsis pub tshaj tawm hauv khw muag khoom yog rab ntaj ob sab," sau Gary Sankary khw muag khoom lag luam zoo ntawm Esri. "Lawv tsim kev txaus siab thiab zoo rau kev lag luam hype. Txawm li cas los xij, khoom noj khoom haus, tsis zoo li zam khaub ncaws, nyob ntawm qhov zaus. Cov neeg siv khoom noj khoom haus tsis kam ua siab ntev ntawm kev hloov pauv ntau yam thiab kev teeb tsa hauv lub khw. Cov neeg yuav khoom tsim cov qauv, lawv pom lawv cov khoom nyiam thiab lawv nyiam nrhiav lawv nyob rau tib qhov chaw txhua lub lim tiam thaum lawv mus yuav khoom. Mess nrog qhov ntawd, hauv kuv qhov kev paub, thiab lawv tau grouchy. "

"Muaj ib txwm muaj kev phom sij uas [limited-edition] yuav siv ntau dhau thiab raug tsim txom, zoo li lo lus "muag," Mr. Sward sau. "Tab sis yog tias ua tiav nrog kev ncaj ncees nws tuaj yeem yog lub cuab yeej muaj zog heev, hla ntau pawg khoom."