Never underestimate the power of social media especially when it comes to brand product marketing. In this case it’s about a soft drink called Surge that was created and marketed by Coca Cola back in the late 90s to early 2000s.
Surge was a citrus based soda chock full of caffeine and sugar and people drank tons of it. It’s green florescent can and logo with SURGE emblazoned on it was seen all over the U.S.. Originally Surge was created to compete with Pepsi’s Mountain Dew that was the big winner regarding citrus based sodas out there that were packed with caffeine and sugar. Surge could never get the upper hand on Mountain dew but it did have an impact until it was canceled in the early 2000s.
That didn’t stop fans of Surge though.
About midway through the 2000s, fans wanted Surge back. One fellow actually started a Facebook page for Surge, some got together and bought billboards, others started their own campaigns. Soon the tidal wave of requests hit Coca Cola’s ears and the company saw an opportunity for publicity and profit. Now Coca Cola has brought Surge back but only in a limited run and only via Amazon. That’s right, one can only buy this soda via Amazon for around $14 not including shipping costs. This new approach is likely to cause a rush on Surge leading to people buying up stashes and selling them on auction sites like Ebay. It’s all part of a growing 1990s nostalgia kick that has been occurring recently.
As kids and teenagers of the 1990s are now adults and part of the workforce they have those moments of nostalgia that spread across everything from television shows, toys, commercials, apparel, and of course soda. That’s where Surge comes into play. Although not the top soft drink of the day it did make an impact and many kids loved it and now they have successfully petitioned a major producer to bring their favorite product back amongst much fanfare, a winning stroke of luck and planning by Coca Cola to say the least.
As this new campaign to get Surge back into the hands using their fans utilizes the new social media and online selling platforms it will be a major strategical procedure for future campaigns if proving successful. Coca Cola and industry watchdogs are going to keep an eye on what happens as will online marketers and fans too. The fans’ dogged determination to raise their favorite soda from the dead has proven that a combination of tactics can achieve this and that big corporations know when they had better stand up and listen.