This reminds me of the long lived Absolut vokda marketing campaign, only better. Using a clever online competition, 1800 Tequila has developed a great way to market their product. The results of the 2nd annual competion resulted in the "Essential Artist" series of eleven unique bottle designs.
Check out the winners from this compettion that gathered over 15,000 world wide submissions at the Essential Artists website.
Bottles retail for $24.99.
http://www.1800tequila.com/essential/
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