You heard it here first, courtesy of a story in Beverage World….
Pepsi to Launch Limited-Time Spooky, Jolly Line Extensions
August 5, 2004
(Pepsi-Cola North America) Capitalizing on the success of its first limited-time soft-drink offering, Mountain Dew LiveWire, Pepsi-Cola North America (PCNA) today announced that it will launch two new soft drinks this year for brief, “in-and-out” plays. The first, Mountain Dew Pitch Black, will launch in late August and stay on store shelves through Halloween. Then, just in time for the holidays, Pepsi Holiday Spice will hit stores November 1 for an eight-week appearance through the end of the year.
…Pepsi will launch Pepsi Holiday Spice – Pepsi-Cola with a spicy finish of ginger and cinnamon – to give consumers a new seasonal treat during a time of celebration. Featuring nostalgic package graphics, Pepsi Holiday Spice will be available in the US from Nov. 1 to Dec. 31 in 20-ounce bottles, 2-liter bottles and 12-packs of 12-ounce cans.
“People like new products – they’re much more interested in variety nowadays than they were just a few years ago,” said Dave Burwick, SVP and chief marketing officer of PCNA. “By introducing new flavors for a short period of time, then taking them away, we’re meeting the wants and needs of soft-drink consumers while playing directly to their purchasing patterns.”