According to Amy Wirtanen, the marketing director for Pepsi Throwback, the drinks will become a permanent part of Pepsi's beverage line. "It's a return to a simpler world," added Shiv Singh, PepsiCo's digital chief. "There's a massive teen trend around simplicity and authenticity."
Nostalgic purchases aren't just big for Pepsi: according to USA Today, yesteryear-inspired fare is blowing up in every segment from sneakers to apparel. Frito-Lay found such success in a 1980s-inspired throwback Doritos Taco Flavor that too will become permanent in the next month. I've always wondered whether the nostalgic items truly take off for their nod to the past, or simply because they're limited-edition menu items. Now, time will tell.