Coke's 90's drink 'Surge', the brand's competitor to Pepsi's 'Mountain Dew', comes back to the market after 12 years in a brand focused on nostalgic millennials. The soda pop will be sold only on Amazon (where the first pre-sale has already run out of stock), in a 16-ounce can presentation. Coke's 90's drink Surge will not feature any traditional advertisement: the drink's re-release campaign will stand solely on social media.
This comes after a Facebook campaign called 'Surge Movement', which has gathered over 128,000 likes in just a couple of years; in it, three millennial men named Evan Carr, Sean Sheridan and Matt Winans have made every possible effort to bring back Coke's 90's drink Surge, until they finally got their wishes last Monday, as Coca-Cola announced the drink's return.
Starting the week with a bang, the movement looking to bring Coke's 90's drink Surge released a video in conjunction with The Coca-Cola Company, featuring the three guys that have devoted hours of their lives to bringing back the short-lived product, which was first introduced in 1997 and taken off the market in 2003.
The trio even created a campaign that raised over $4,000, money they used to put up a billboard - which they had designed themselves - right outside Coca-Cola's Atlanta headquarters, with a copy that read "Dear Coke, we couldn't buy SURGE, so we bought this billboard instead." The billboard also called for people to visit the initiative's Facebook page and join in the movement.
Surge will come with a new perspective on marketing, one which the big company has never tried: relying solely on social media to launch (or in this case, re-launch) a product. While Coca-Cola has a strong presence online, up until now it has been used alongside an equally strong television and billboard presence in the entire world.
In any case, those big on nostalgia can have themselves the biggest throwback Thursday (or any other day) of their lives buying a dozen cans of Coke's 90's drink Surge on Amazon right on 2014.
