After a 12-year hiatus, Atlanta-based The Coca-Cola Co. is bringing back its Surge citrus-flavored carbonated soft drink.
Surge debuted in 1996 when boy bands, baggy jeans and dial-up Internet were all the rage. Now, thanks in part to an enthusiastic fan base, it is making its return. Surge will be available through amazon.com/surge in 12-packs of 16-ounce cans featuring the brand’s original retro design. The company also notes that the product could potentially expand into other retailers.
“Today marks an important day in The Coca-Cola Co.’s history, because we have so many firsts to celebrate: first re-introduction of a brand that has been discontinued and revived due to popular demand; first launch to rely solely on social and digital media; and first re-introduction of a brand via ecommerce,” said Wendy Clark, president of sparkling and strategic marketing for Coca-Cola North America, in a statement. “We appreciate the enthusiasm we’ve seen from tens of thousands of fans nationwide, and we’re bringing Surge back, in part, because of them. Future plans for the brand will depend on the level of excitement exhibited by fans across the country. This will be a great learning experience for us and a refreshing opportunity for fans.”
Since its original release, Surge has achieved a cult following. Websites have cited it in articles and posts on ‘90s nostalgia, and the product’s absence has spawned online fan groups. The largest group, “The Surge Movement,” has amassed more than 132,000 Facebook followers who have been advocating for the return of their favorite beverage. The decision to reinstate Surge was made, in part, based on The Coca-Cola Co.’s belief in listening to its fans, the company says.
Fans can follow the brand’s journey on @Surge on Twitter.