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What interesting stuff could you do with .13% of your production?

September 22, 2009

Business Week has a nice piece on Mountain Dew’s success with limited edition bottles. The line made its debut in 2007 and has been subsequently expanded in a line of merchandise. It’s limited edition because it only accounts for .13% of production. However, despite the limited quantities, the brand owner’s obviously see this as a great opportunity to freshen the brand and connect it to culture.

Using limited edition product as a marketing tool makes a lot of sense for certain brands because the impact is felt way beyond the sales volume.

What would your brand do with a limited line?

Posted by Ed Cotton

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