(Sept. 15, 2014) – It’s a product that absolutely screams “extreme” and “90s.”
Now, Coca-Cola is bringing back “Surge,” the caffeine-packed, citrus-flavored Mountain Dew challenger that started off fast but eventually fizzled out.
The drink returns after being off the market for 12 years. Coca-Cola launched Surge in 1996 to great fanfare, but it was gone by the early 2000s.
What’s behind the resurgence?
While Surge has been gone, it hasn’t been forgotten. A passionate fanbase has been lobbying the company to bring it back. The small but vocal group, the company says, is the perfect opportunity to see if launching and digitally distributing a niche product will work.
Surge’s re-launch presents a few firsts for the company. It’s the first Coke discontinued brand to return to the market. The soda maker will sell it online exclusively through Amazon, marking the first time Coke has distributed a product solely through e-commerce channels.
The soft drink is available in its original formula in 12-ounce cans and 16-ounce bottles. The first batch sold out quickly, but more Surge will soon be in stock, according to Coke.
The company also said Surge is launching solely through social and digital media; don’t expect traditional TV commercials heralding the drink’s return.