ATLANTA - '90s kids rejoice: Your favorite citrus-flavored, highly-caffeinated soda is back.
After years of frenzied fans writing, email, tweeting, Facebooking – any way they could to get in touch with Coca-Cola – The Atlanta-based company has officially brought back Surge. And it’s available on store shelves along the east coast today.
Scott Williamson, VP of Brand and Business Communications for Coca-Cola North America, released this statement to WSB-TV:
“We were pleased with the excitement and demand for SURGE during the initial launch. We continue to explore the possibilities of SURGE and beginning this month, we are expanding availability to more locations in the Midwest and Southeast – in select retailers only. Fans should visit SURGE.com for specific locations in those areas."
Surge was produced from 1996 until 2003.
In 2014, Coca-Cola released a limited supply of Surge through Amazon.com, and well, it was a hit.
Coke says the resurgence of Surge is due in part to three people: Evan Carr, Sean Sheridan and Matt Winans who began the “Surge Movement.” They began a social media campaign which reached hundreds of thousands of people and even pooled enough money to buy a billboard in 2013 hoping to catch the eye of Coke executives.
It said: "Dear Coke, we couldn't buy SURGE, so we bought this billboard instead." The billboard was about a half mile from Coke’s headquarters.
Eventually, the three fans’ creativity and passionate pleas caught the company’s attention. Coke’s Associate Vice President of Sparkling Flavors, Racquel Mason says the entire experience has been inspiring.
“They’ve inspired us,” Mason said. “More than 128,000 people, a dozen years after a brand left the market saying, ‘Please bring it back!’ That’s the best compliment any brand could hope for.”.
Coke says it is the first time it is relying solely on social and digital media for getting the word out for Surge. The brand will forego all traditional forms of advertising, including TV and out of home, allowing excitement to build online.