Coca-Cola decided to go head-to-head with Mountain Dew, launching a new caffeinated soft drink. But taking on the iconic brand required a name that would disrupt the CSD segment. Going full-on with attitude and intensity, we created the name Surge. Then, just a few years before the energy drink boom, the product was withdrawn by Coca-Cola.
While the original teen and young-adult male target audience grew up, it turns out their desire for Surge did not wane. A consumer-coordinated Surge Movement demonstrated unprecedented audience devotion and dedication, convincing company executives to reintroduce Surge in mid-2014. Both the brand and the loyalists are enjoying the comeback!