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Awareness is often a key, and important, marketing objective for brands to get consumers started on the path to purchase. However, sometimes not enough effort is placed on, or invested in, their true brand loyalists.

Take Arby's, who created a 6-month monthly subscription box, that doesn't contain food, but rather sandwich and Arby's themed merchandise for their fans. The limited quantity being offered apparently sold out in an hour (who knows exactly HOW many enthusiasts they were planning on to sign up). Of course, the brand is banking on generating some awareness by getting people to talk about this ridiculous subscription box, but it's still a nice offering to let fans revel in their love of all things sandwich meats.

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