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

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  …