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      09-15-2014, 09:31 PM   #1
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Coca-Cola Brings Back Surge Soda to Tap 1990s Nostalgia



Coca-Cola Co. (KO:US)’s newest social-media campaign reaches back to a time when even MySpace didn’t exist.

Surge, a citrus-flavored Mountain Dew knockoff that was discontinued by Coke about 12 years ago, has reappeared in limited supply today. The only place to get it: Amazon.com.

Billed as the company’s first ever e-commerce reintroduction, the news was announced by the Facebook Fan site “Surge Movement,” whose 128,000 members lobbied for its return and paid for a billboard in Atlanta. Coke gave the drink a Twitter account, too, so loyalists can “follow the brand’s journey.”


“Surge is back,” the Facebook page’s organizers said, urging readers to buy and spread the word. “The Movement does not end here!”

At the website listserv.com, Surge is listed as No. 7 on a Top 10 list of discontinued sodas, beating out Hubba Bubba Soda. Surge, a sweet and caffeinated green pop, will be sold in 12-packs of 16-ounce cans printed with the original graphics for $14. Coke said it may expand the drink to other retailers and add to the campaign, depending on how consumers react.

“This will be a great learning experience for us and a refreshing opportunity for fans,” Wendy Clark, Coke’s president of North America Sparkling & Strategic Marketing, said in a statement.

Scott Williamson, a Coke spokesman, declined to say how much of the drink the company has produced initially.

Coca-Cola has struggled for decades to counter PepsiCo Inc. (PEP:US)’s Mountain Dew juggernaut. Surge was one of those efforts. Introduced in 1996, the last bottles and cans were offered in 2001, two years before the social-networking site Myspace debuted. Facebook would come even later.

At the Surge Movement Facebook page, founded just before Christmas 2011, fans shared a 1997 commercial for the drink. Another post showed a way to get “extremely rare” Surge syrup on Ebay.com. One fan photo shows an artifact that was discovered at a flea market in Okoboji, Iowa: a giant Surge bottle once used at events to ice down drink samples.


“I stole one of these when Surge first came out,” one commenter responded. “Sadly, it was lost at the top of Happy Jack Mountains outside of Laramie Wyoming when someone got in it and tried to ride it down a mountain. It was a prize possession.”

The group sold “The Surge Movement” t-shirts, and it crowdfunded a $4,000 billboard near Coke headquarters in Atlanta that read: “Dear Coke, We couldn’t buy Surge so we bought this billboard instead.” It’s the largest to “pledge” for the revival of any discontinued product.

The site’s managers urged fans to call Coca-Cola routinely with reminders like, “Did you make your call today?” A mysterious undated video posted yesterday showed the Facebook page’s administrators meeting at a hotel in Atlanta. Users wanted to know why but they weren’t saying.

It’s no wonder Coke keeps trying. Mountain Dew, the fourth-best-selling soft drink in the U.S., has been one of the few bright spots in PepsiCo’s soda lineup in recent years as consumers drink less soda. Popular with teens, video gamers and extreme sports enthusiasts, Mountain Dew outperformed both the soda category and Pepsi-Cola last year, according to Beverage Digest data.

Coke may have found its opening, though. Dew’s volume sales declined last year. Sales volume for regular Dew fell 2.2 percent, compared with declines of 3.6 percent for Pepsi-Cola and 3 percent for the category.




source: http://www.businessweek.com/news/201...990s-nostalgia

Last edited by 954Stealth; 09-15-2014 at 09:38 PM.
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      09-15-2014, 10:12 PM   #2
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i was on a spring league hockey team when i was 11 and our team name was the surge. bright green jerseys with the logo on the front and bright green socks.

shit was ugly as hell but hey we were 11 lol
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      09-15-2014, 10:32 PM   #3
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SURGE!

Getting a 6pack tomorrow!
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      09-15-2014, 11:37 PM   #4
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I'm so happy I lived in a place that didn't get any of this shit! I just had my first taste of cherry cola, and didn't eat for a day after that. Jesus you guys have had a bad childhood.
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      09-16-2014, 12:03 AM   #5
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oh god I'm happy my part of the globe is so small and so remote none of you could ever find it from a map.
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      09-16-2014, 12:09 AM   #6
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oh god I'm happy my part of the globe is so small and so remote none of you could ever find it from a map.
Estonia
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      09-16-2014, 12:09 AM   #7
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Estonia
Yes, if you say so! Same corner though
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      09-16-2014, 12:12 AM   #8
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Yes, if you say so! Same corner though
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      09-16-2014, 12:13 AM   #9
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Zimbabwe
Yes, that was it!
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      09-16-2014, 12:15 AM   #10
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Yes, that was it!
I knew you were Antarctican!

Those eyes gave it away
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      09-16-2014, 12:16 AM   #11
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I knew you were Antarctican!

Those eyes gave it away
Buahaha, yes, everyone else back there have blue eyes. I got the freak points in that too.
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      09-16-2014, 12:21 AM   #12
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Buahaha, yes, everyone else back there have blue eyes. I got the freak points in that too.
Not gonna lie, I've always pictured you as a redhead, cat woman
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      09-16-2014, 12:23 AM   #13
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Not gonna lie, I've always pictured you as a redhead, cat woman
lol, blond with green eyes. Though hair is turning darker every year!
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      09-16-2014, 12:26 AM   #14
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You do realize Coca Cola is probably one of the biggest global brands ever. I find it hard to believe that there isn't a little boy/girl, white, brown, yellow or red, who hasn’t heard of Coca-cola or had one of their products.

Did you grow up in a gypsy caravan, with those gypsy eyes of yours?
...

First of all I preferred always, and still do milk, so even though those were offered I didn't drink them. Still don't. Second of all, I do not think we were talking about Coca Cola company, we were talking about one product, and you get here a lot of flavors we in Scandinavia would not simply like. Cherry cola was used as an example, to me it tasted like torture and one sip got me feeling like shit for a day.

I do have gypsy blood in me, and I respect it enough to go gypsy every once in a while. Life is too darn short to sit on a laptop with a glass of soda in my hand.
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      09-16-2014, 12:27 AM   #15
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lol, blond with green eyes. Though hair is turning darker every year!
Hair may be turning darker every year, but you are turning more beautiful every day

Ahhh, I'm so charming
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      09-16-2014, 12:29 AM   #16
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Hair may be turning darker every year, but you are turning more beautiful every day

Ahhh, I'm so charming


Go drink your soda!
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      09-16-2014, 12:30 AM   #17
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Go drink your soda!
No thanks, soda tastes like shit.

I stick to water.

2 gallons of water a day...
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      09-16-2014, 12:32 AM   #18
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No thanks, soda tastes like shit.

I stick to water.

2 gallons of water a day...
Why the fuck we two are commenting on this if we don't even drink it?
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      09-16-2014, 12:33 AM   #19
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Haha touche.

Prefer milk you say. You like that leche huh?
?No idea what that means. third language, sorry
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      09-16-2014, 12:34 AM   #20
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Why the fuck we two are commenting on this if we don't even drink it?
<------------------There's the door
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      09-16-2014, 12:37 AM   #21
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<------------------There's the door
Hey now! The OP is a friend. He's going to hate me for ruining this thread, and I get my kicks on that. no doors, if not Doors.
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      09-16-2014, 12:37 AM   #22
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?No idea what that means. third language, sorry
Well, I think "leche" is a figure of speech in the Farsi language, as if to passive-aggressively state, "karem de farket", i.e., "There's a gorilla in the laundry room", if I'm not mistaken...

Hopefully that clarifies some things
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