"Just in time for the holidays, 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. Testing revealed that the spice concept fits with Pepsi's image as "new," "different," and "innovative," while the flavors have a strong connection with cola. Featuring nostalgic package graphics, Pepsi Holiday Spice will be available in the U.S. for an eight-week period (November 1 - December 31) in 20-ounce bottles, 2-liter bottles and 12-packs of 12-ounce cans."
Companies will make money off of limited time runs because even if people just try one, there wont be so much stock of it. Its a good marketing ploy. In the case of Mt Dew Livewire, the reception was so good the demand was so high and they brought it back.
"Don't Be Afraid of the Dark
Mountain Dew Pitch Black combines the great taste of Mountain Dew with a blast of black grape flavor. It follows in the footsteps of Mountain Dew LiveWire, which grew the Mountain Dew trademark more than 10% during its inaugural six-month run in 2003. Building on that successful strategy, Mountain Dew Pitch Black will capitalize on excitement leading up to Halloween with a shorter, 10-week on-shelf stretch beginning August 21.
In addition to Mountain Dew Pitch Black's spooky package graphics and in-store displays, a theatre commercial - parodying "B" horror movies - will support the new brand in 4,000 movie theatres. Additional marketing support includes an Internet "Dewsletter" and product sampling at General Growth Properties malls and at this week's ESPN X Games in Los Angeles. Mountain Dew Pitch Black will be available in 20-oz bottles, 2-liter bottles and 12-packs of 12-ounce cans."
edits: Quotes are from a Pepsi press release.