With sales of carbonated soft drinks declining, marketers are trying everything to create excitement and encourage purchase, including unique flavors only available for a limited time. This is exemplified by the Pepsi brand, which is encouraging fans to “Get It While It’s Hot,” the tagline used to launch Pepsi Fire. This new cola with a cinnamon-flavored twist will only be available for the eight-week period from May 22 to July 16. It comes in 20-oz. bottles and 12-packs of 12-oz. cans. A limited-edition Pepsi Fire Slurpee drink is also available exclusively at participating 7-Eleven stores across the country through the end of June.
“Summer is one of the most anticipated times of the year, and Pepsi Fire is going to ignite this season with an unexpected and spicy twist to our classic cola taste,” says Lauren Cohen, director of marketing for Pepsi.
PepsiCo also recently introduced Lemon Lemon, a sparkling lemonade concept that comes in blackberry, original and peach varieties. It contains 6 percent lemon juice, sparkling water and a touch of sweetness from sugar and stevia leaf extract. The drinks come in 12-oz. cans and bottles.