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Coca-Cola Company’s citrus drink Surge to be relaunched after 12 years
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Saturday, 20 September, 2014, 08 : 00 AM [IST]
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fiogf49gjkf0d Fans thirsty for a taste of 1990s nostalgia, or those who are simply craving a citrus-flavoured sparkling beverage with a kick, can rejoice in the news that Surge, the first brand of the Coca-Cola Company to be discontinued, is back after a 12-year hiatus.
Surge, which debuted in 1996 and was taken off the market in the early-2000s, is making a comeback thanks, in part, to a passionate and persistent community of brand loyalists, who have been lobbying the Coca-Cola Company to bring back their favourite drink over the last few years.
The SURGE re-launch represents two additional firsts for Coke. The brand, which will be offered in its original formula in 12-packs of 16-oz cans featuring the same retro design from yesteryear, is part of an innovative distribution deal between Coca-Cola and Amazon.
A limited supply of SURGE will be sold exclusively through the online retailer at www.amazon.com/surge, marking the first time Coke has distributed a product solely through e-commerce.
“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, Coca-Cola North America. “This will be a great learning experience for us and a refreshing opportunity for fans.”
Teaming up with Amazon enables Coke to launch a brand online and closely monitor sales and inventory without taxing its distribution network.
“In this new era of marketing, we’re exploring segmented delivery of our portfolio to consumers,” adds Racquel Mason, associate vice president of sparkling flavors, Coca-Cola North America. “Previously, a smaller brand would never have had a realistic shot at commercialization. Now with Amazon, consumers can order a product like SURGE and have it delivered directly to their doorstep. It’s the democratization of demand.”
SURGE’s return also will be Coke’s first launch to rely solely on social and digital media. The brand will forego all traditional forms of advertising, including TV and out of home, allowing excitement to build online (follow the brand's journey on Twitter: @SURGE).
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