Limited-edition exclusives provide a greater sense of urgency in these collaborations than an exclusive launch window before a product is released at the retailer’s competitors. Unilever’s Dove has become a leader in this tactic, working with Walmart and Target on limited-edition collections. In December 2024, Dove rolled out a limited-edition assortment of personal care items at Walmart that were inspired by bakery franchise Crumbl’s most popular dessert flavors. The collection was showcased in PDQs on free-standing displays. The Crumbl collaboration is part of another trend driving limited-edition launches: Brands are finding that new product flavors aren’t always enough to maintain consumer loyalty. As preferences quickly shift, companies are looking for innovation through cross-category collaborations. A high-profile example of this includes Mondelez International’s Oreo and Coca-Cola Co.’s flagship brand partnership last summer to try to reach Gen Z shoppers, who enjoy surprising flavors. They declared themselves “Besties” and launched limited-edition Oreo-flavored Coke Zero Sugar and a Coca-Cola-flavored Oreo cookie. Oreo is also seeking collaborations with celebrities who can bring a fresh audience as well as a novel flavor. The cookies are imprinted with music-themed designs like headphones and a heart-shaped vinyl record. Oreo inspired shoppers to pick up multiple SKUs by including a cookie with singer Selena Gomez’s signature in one in three packs. That design could also be used with a mobile website to unlock an exclusive remix. Limited-edition exclusives have solidified into powerful, high-stakes tools for driving retailer partnerships, sparking shopper excitement and keeping pace with consumers whose tastes change as quickly as the trends they follow.