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.

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