Dive Brief:

• Pepsi is taking a trip down memory lane with its Pepsi Perfect limited edition bottle based on the design seen in the 1989 movie "Back to the Future II."
• Only 6,500 collectible bottles are being made and each will cost $20.15.
• The promotion begins on Oct. 21, the date Marty McFly traveled into the future and came across the future version of Pepsi.

Dive Insight:

Pepsi is taking a cue from its placement in the 1989 movie, "Back to the Future II," with a collectible bottle that mimics the shape of Pepsi bottle delivered to main character Marty McFly in the film. The beverage giant is tapping into another element from the film with the promotion by launching the specialty bottles on Oct. 21, the date McFly traveled to the future in the movie.

Pepsi, like other carbonated beverage companies, is looking to reverse a downward trend in sales. According to industry tracker Beverage Digest, volume for Pepsi slid 1.8% in 2014 in the U.S. On Tuesday, PepsiCo revealed quarterly earnings and revenue that beat estimates, citing higher sales of snacks and beverages in North America.

Short-term promotions involving bottling or packaging are popular with beverage companies. They serve as a way to temporarily change product presentations without spending too much or heavily altering the basic marketing strategy.