Limited-edition packaging marks breast cancer awareness month (October) to reach women consumers, encourage screenings, raise funds for cancer-fighting organizations. However, timing arrival of limited-edition packaging on store shelves involves complex logistics. At Jelly Belly Candy Co., Fairfield, CA, in-house marketing, graphics department begins work 12 months in advance to deliver 1-ounce pouches of fruit punch-flavored Sports Beans®. Company plans to donate 5% of sales of specially marked package through April 2009 to Breast Cancer Research Foundation, New York, NY. Hain Celestial Group, Boulder, CO, also begins planning nearly one year ahead, partners with National Breast Cancer Foundation, Frisco, TX, introduces two Celestial Seasonings green tea flavors -- Cranberry Pomegranate, Tropical Grapefruit. “Creating a limited-edition design involves considerations around maintaining our brand look, working within our communication strategy and allowing ourselves to offer the consumer something special and meaningful,” explains Katie Harwood, spokesperson for Hain Celestial Group. “For the Breast Cancer Awareness Teas, we…partnered with breast cancer survivors to design artwork for the boxes, bringing heightened awareness to the cause and giving the artistic expression even more power by featuring personal journeys of hope. Package development took approximately three months from concept to printing.” Limited-edition packaging uses same structural design, dimensions as its 20-count cartons, therefore requires no special accommodations on packaging line. Company expects limited-edition teas/packaging to spark incremental sales lift.