A citrus-flavored comeback

by Eric Schroeder
Share This:
Search for similar articles by keyword: [Coca-Cola], [Beverage]
Surge will become the first Coca-Cola discontinued brand to return to market.


ATLANTA — Surge is coming back. In a move representing a couple of “firsts” for The Coca-Cola Co., Surge, a citrus-flavored beverage offered between 1996 and 2001, is getting a second chance.

Surge will become the first Coca-Cola discontinued brand to return to market. It also will become the first Coca-Cola brand to rely solely on social and digital media. The brand will forego all traditional forms of advertising, Coca-Cola said. The company said it has partnered with on-line retailer Amazon to offer 12 packs of 16-oz cans featuring the same retro design from Surge’s initial run in the market. The beverage will be available at www.amazon.com/surge.

“If expectations are met, this may be only the first of a variety of efforts we explore to launch niche products through e-commerce relationships,” said Wendy Clark, president of sparkling and strategic marketing for Coca-Cola North America. “This will be a great learning experience for us and a refreshing opportunity for fans.”

Fans are what sparked the Surge comeback. According to Coca-Cola, three individuals raised nearly $4,000 in 2013 to buy a billboard about a half-mile from Coca-Cola’s headquarters in Atlanta. The billboard directed people to a Facebook page focused on “The Surge Movement.” The page has amassed more than 128,000 fans.

The Surge movement group also organized “Surge-ing days” where members called Coca-Cola’s consumer affairs hotline en masse to lobby for the beverage’s return. Other efforts included sending holiday cards to Coca-Cola asking for the beverage’s return and creating commercials on YouTube.
Comment on this Article
We welcome your thoughtful comments. Please comply with our Community rules.



The views expressed in the comments section of Food Business News do not reflect those of Food Business News or its parent company, Sosland Publishing Co., Kansas City, Mo. Concern regarding a specific comment may be registered with the Editor by clicking the Report Abuse link.