In a move carried over from his work at Marvel and Fleer, John created a collector frenzy by creating the 1/500 Voodoo Tiki Soul Tiki Bottles.
The Soul Tikis are identified by their invisible (clear) exterior allowing the owner to peer into the soul of the tiki. The result is a tiki with an invisible exterior and a red ghostlike interior. Voodoo Tiki “Soul Tiki” bottles occur in only 1 in 500 bottles, and were only available in 2011, and in Voodoo Tiki Platinum Tequila Red (Platinum).
Expecting that the “Search for the Soul Tikis” would case a bit of a frenzy in liquor stores, at the same time 1/6 bottles of Voodoo Tiki Tequila contained a hand written, “Voodoo Tiki Magic Word” on the bottle back. The result was that if VT fans couldn;t find a Soul Tiki, they might potentially find a handwritten magic word bottle.
The Soul Tiki bottles resulted in a 10% increase in “Sell In”, and noticeably increased foot traffic and sales of Voodoo Tiki Tequila in “Off Premise” liquor sales outlets.