Why “Sold Out” Might Be Your Best PR Agency Campaign: How Scarcity Shapes Brand Communications

From beauty to collectibles, food and fragrance, at our UK PR agency, we see one trend that stands the test of time. Brands that hold back win big.  

Whether it’s Meghan Markle’s as Ever jam selling out in 48 hours, Pop Mart’s Labubu figures flying off shelves worldwide, or fragrance house Ffern’s seasonal waitlists, the message is consistent: Offering less leads to more – more attention, more loyalty, and more cultural relevance. 

It’s called “manufactured scarcity” and over the years, it has evolved into a credible and powerful communications tool. If you’re curious or even considering how your brand could apply a scarcity strategy, here are a few examples from the best PR agency campaigns and some advice on what to consider.  

You don’t need a press release, you need a rumour 

Let’s start with as Ever, Meghan Markle’s brand under American Riviera Orchard. There was no official campaign. No interviews. Just a handful of strawberry jam jars sent to high-profile friends, followed by a quiet, two-word update: “Sold out.” 

This wasn’t just a supply decision, it was the campaign itself. 

By restricting access and allowing curiosity to build organically, the brand generated global headlines (including across the UK lifestyle and news press) without ever formally going to market. From a PR standpoint, that’s controlled storytelling at its sharpest. 

It’s a reminder that not all campaigns need noise, sometimes, they just need mystery, access, and timing. 

When the waitlist is the campaign: Ffern 

Closer to home, Somerset-based Ffern has perfected the waitlist model. They release one fragrance each season (four a year) exclusively to those on their “ledger.” No big retail push. No spontaneous purchase option. And yet, the press coverage is constant. The social loyalty is enviable. The sense of community is genuine. 

Why? Because the exclusivity isn’t a gimmick – it’s the brand story. Every element of Ffern’s communications aligns with modern consumer values: intention, transparency, sustainability, and taste. 

If your brand is exploring how to introduce scarcity, Ffern offers a compelling model: build a gated experience, not a mass moment. 

Labubu: A global craze built on limited drops 

Labubu, the surreal collectible character from Pop Mart, is arguably the best proof that scarcity drives culture. In the UK, we’re seeing Pop Mart stores with queues out the door. In resale markets, rare figures go for hundreds of pounds. And on social, every drop fuels unboxing videos, swaps, and fan theories. 

As one of the best PR agency businesses in the UK, we’d point to Labubu as a great case study in letting community lead the narrative. They haven’t over-invested in mainstream awareness campaigns – instead, they rely on: 

• Limited availability 

• Surprise drops 

• Rarity tiers 

• And the thrill of the chase 

That approach creates urgency, loyalty, and organic brand advocacy. And it works across categories whether you’re selling toys, trainers, skincare, or jam. 

Tamagotchi: The original scarcity hack 

If you’re old enough to remember Tamagotchis in early-2000s Britain, you’ve seen this playbook before. These digital pets weren’t just toys, they were social currency. 

Stock shortages created playground buzz. Owning one meant status. Not owning one meant FOMO. Even then, scarcity wasn’t just about lack, it was about creating need through limited access and mass conversation. 

Today’s consumers are more sophisticated but the emotional drivers haven’t changed. As a brand, you have the same opportunity: to build value through anticipation, not just availability. 

We encourage clients to think about this less as a sneaker story and more as a tempo strategy. How can we shape your product release calendar to generate more attention through control, not through volume? 

Hermès: The blueprint for luxury scarcity 

Long before streetwear drops and waitlist culture, Hermès set the standard for scarcity-led brand storytelling with its iconic Birkin bag. Introduced in the 1980s, the Birkin wasn’t advertised or readily available. In fact, just getting on the waitlist became a status symbol. This carefully controlled availability, paired with word-of-mouth intrigue and celebrity endorsements, turned the bag into a global icon. For many luxury and lifestyle brands today, Hermès remains the original blueprint: proof that exclusivity and silence can speak louder than any campaign. 

Why scarcity works for today’s UK consumers 

We’re not saying scarcity is right for every brand but we are saying that it’s one of the most effective levers when used thoughtfully. Especially in the UK market, where audiences are increasingly sceptical of overhyped launches and “TikTok made me buy it” trends. 

Here’s why it works: 

• It earns you media coverage – because limited access makes things newsworthy. 

• It raises perceived value – when there’s less of something, it feels more desirable. 

• It fosters community – waitlists, drops, and collectables give people a reason to talk and share. 

• It speaks to modern values – consumers want less waste, more intention, and quieter luxury. 

If you’re considering it, here’s what we’d recommend 

We’d never advise scarcity for the sake of it. But if you’re launching something special, or want to reposition a product to feel more premium, we’d suggest exploring: 

• A waitlist or ledger model 

• Seasonal drops rather than always-on availability 

• Invite-only access to early adopters 

• A communications strategy that favours earned media, seeding, and storytelling, not volume ads 

Final thought 

In a landscape where content is constant and attention is fleeting, scarcity can cut through the noise. When it’s used with intention, it becomes more than a sales technique, it’s a strategic way to shape perception, build anticipation, and foster deeper brand affinity. As more brands reconsider the value of doing less, the real opportunity lies in how and when you choose to hold back.