Surge can't compete with Mountain Dew
Pernell Watson
November 7 2002
Q: What happened to the soft drink Surge? -
K.T., Charles City.
A: Surge, the citrus-flavored soft drink made
by Coca-Cola, has fallen on hard times and has nearly faded off
grocery store shelves.
Introduced in 1997, Surge was Coca Cola's most
ambitious soft drink rollout in the 1990s. The drink was developed
as a competitor to PepsiCo's soft drink Mountain Dew.
The slogan for Surge was "feed the rush,"
and the product's target market was active youth ages 12 to 21
and hard-working young consumers ages 21 to 34. It had more caffeine
than Coke Classic and executives for the company were positive
Surge was what teens wanted in a new drink.
They were wrong. Surge couldn't compete with
Mountain Dew's loyal fan base and over the years has been removed
from several markets.
Although Coca Cola says there are no plans to
kill the brand, a Save Surge Web site (www.savesurge.org) is up
and running on the Internet.
The site provides historical information on
Surge, sightings of where it is sold, and a step-by-step guide
on how to bring the soft drink back to your area.
Copyright © 2002, Daily
Press
We'd like to thank Mr. Watson and the Daily Press
for mentioning our site! Like they say, any publicity is good publicity,
right? :) Please visit the Daily Press website at: http://www.dailypress.com
