"PURCHASE, N.Y. - August 5, 2004 - Capitalizing on the success of its first limited-time soft-drink offering, Mountain Dew LiveWire, Pepsi-Cola North America 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."
Brian Micklethwait has observed this phenomenon in the worlds of potato chips and choccy bars. I have also previously seen comedy ketchup, with an entertaining blue hue. I guess we're all suckers for a shake-up.