PROJECT: Naming, Brand story
In 1990, Coca-Cola set out to launch a new caffeinated soft drink that would go head-to-head with Mountain Dew. They needed a name that would disrupt the CSD segment and Surge delivered with attitude and intensity. Just a few years before the energy drink boom, the product was withdrawn by Coca-Cola due to disappointing sales. While the original teen and young-adult male target audience has grown up, it turns out their desire for Surge has not waned. The recent consumer-coordinated Surge Movement, demonstrating unprecedented audience devotion and dedication, convinced company executives to reintroduce Surge in mid-2014. Both the brand and the loyalists are enjoying the comeback.