SURGE is Back! Buy it on Amazon.com.

ThinkGeek Got SURGE’d

ThinkGeek Got SURGE’d

I just love ThinkGeek. What was already the coolest store on the web has earned even more cred by enjoying SURGE!

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Justin is Fired Up

Justin is Fired Up

I think Justin represents the feelings of so many SURGE fans. Just listen to his voice as he opens up a box and reminisces about what it means to him.

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Demand of SURGE Outpacing Supply

I am absolutely amazed at how quickly and repeatedly SURGE has sold out on Amazon. If only we knew the numbers of just how much of the sweet stuff Coca-Cola produced. Whatever the number, it’s obviously not enough to keep the thirsty masses hydrated.

A lot of fans have wondered why Coke decided to only distribute SURGE on Amazon. They naturally would like to see it in their local grocery and convenience stores. It’s understandable. Yet, I think the mere fact that a distribution system like Amazon’s exists is the reason why SURGE is back.

To me, this was the smartest move they could make. It takes a lot of pressure off of Coke’s bottlers, who don’t necessarily like taking risks with products.

For Coke, this is costing them next to nothing to promote since there is no traditional marketing campaign. One of the main issues with the initial launch of SURGE in the 90s was the incredible amount of money Coke threw at the brand. When it didn’t sell as well as they had hoped, it was easy enough to call the brand a disappointment and pull the plug.

This time, I think they got it right. They’re creating sort of an “iPhone” effect here with making SURGE both exclusive and somewhat hard to get. We’ve seen the mad scramble to stock up during those rare times Amazon has it ready to sell. There are even people out there trying to re-sell their supply at a major premium.

That said, Coke will certainly want to limit the amount of times that SURGE is sold out. There’s a fine line between creating demand and dangling an unattainable carrot in front of a rabid fanbase.

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Dude, We’re Here to Party

Well, a redesign was really only about 10 years overdue! The site is being fully (re)loaded to help celebrate SURGE’s triumphant return to our lives. Things will be a little different in that our focus will be on bringing you the best videos, photos, links and original features regarding your favorite soda.
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