Sometimes a company actually invents a determinant attribute: Pepsi-Cola accomplished this when it stamped freshness dates on soda cans. It spent about

$25 million on an advertising and promotional campaign to convince consumers that there’s nothing quite as horrible as a stale can of soda—even though people in the industry estimate that drinkers consume 98 percent of all cans well before this could be a problem.

Six months after it introduced the campaign, lo and behold, an independent survey found that 61 percent of respondents felt that freshness dating is an important attribute for a soft drink!91 Devise a similar strategy for another product category by coming up with a completely new product attribute. How would you communicate this attribute to your customers?

AppendixLO1